Analyzing the Marketing Challenges of Sustainable Products among Women Entrepreneurs in Nigeria

Green entrepreneurship is a key driver of environmental and economic growth. Green products are particularly hard to sell among women entrepreneurs in Nigeria, e.g., low customer sensitivity, high production cost, limited financial opportunities, and sociocultural resistance. The objective of this paper is to explore the challenges through qualitative face-to-face interviewing of women entrepreneurs operating sustainable businesses across industries. The study attempts to identify important challenges, coping mechanisms, and opportunities in the sustainable product market. Based on qualitative response analysis, this study offers an insight into marketing hurdles women entrepreneurs must overcome and innovative marketing methods for sustainability. The study offers policy recommendations and strategic interventions to bring sustainable products into visibility and marketability in Nigeria, offering a better entrepreneurial environment for women.