Eco-Life Sustainability Marketing Practice: The Position of Oil-Firms in Agricultural Production in Niger Delta Nigeria

This study was carried out to examine the extent to which the Eco-Life Sustainability Marketing Practice of the Oil Firms: Shell BP, Agip Oil Company, and Elf Oil Company have improved the agricultural productivity of the oil-bearing communities in Niger Delta. A descriptive survey research design was employed in this study. The population of the study was 37,965,391 drawn from the Niger Delta States based on which, a sample size of 400 respondents was determined with the use of Taro Yamane’s sample size determination techniques at 0.5 percent level of significance. Purposive sampling procedure was employed to enable the researcher to select the representative sample elements of the population interest from relevant respondents who have adequate knowledge of the study under investigation from the different strata that makes up the population of the study. A structured instrument for data collection containing twenty (20) item questions was used for the study. The face and content validation of the instrument was obtained through the judgment of experts. A test-retest method was used to determine the reliability of the instrument. The reliability index of .83 was obtained. The data collected for the study were analyzed using the mean score test and the percentage test method to answered the research questions; while the Z-score inferential statistics was used to test the null hypothesis at .05 level of significance. Results obtained revealed that “Eco-Life sustainability marketing activities of the oil firms does not significantly improved agricultural crops production, green agricultural market, marine agricultural economic production, and agricultural land fecundity for food production in the oil-bearing communities in Niger Delta”. The implication of this finding is identified in the reality that, “Oil firms’ Eco-Life sustainability marketing activities was considered to lack the needed proactive improvement content values, and if effective ethical based Eco-Life sustainability marketing effort is not employed - to create an improved sustainable environmental treasure; “Oil firms might experience unpredicted operational interruption by the oil-bearing communities”. It was therefore, recommended that oil firms should consider it necessary to employ proactive Eco-Life sustainability marketing efforts that considers ecological life value, and agricultural food production in a more ethical and responsible manner in its oil production activities with the socio-economic view to sustain the agricultural economic wellbeing of the oil-bearing communities in Niger Delta.