Beyond Consumer Safety: How Does Global Insecurity Affects the Sustainability of Entrepreneurial Marketing in Nigeria?

The increasing level of insecurity across the globe is the motivation that prompted this study which demands for keen international and national discourse. Global insecurity especially as it affects entrepreneurial marketing sustainability in Nigeria especially in Anambra State is a problem that demands a realistic assessment for urgent attention. Therefore, this research work examined the effect of global insecurity on the sustainability of entrepreneurial marketing with empirical evidence from Anambra State of Nigeria. Specifically, the research work investigated the effects of insurgency, militancy, terrorism, banditry and farmers-pastoralists clash on sustainability of entrepreneurial marketing in Nigeria. In the course of the study; relevant literature was reviewed and the related theories that formed the theoretical grounding of this study discussed. The research adopted a descriptive research design using the survey method. The methodology to arrive at dependable solutions based on identified objectives was followed. The hypotheses developed to guide the study were tested using structural equation modeling at 5% level of significance. The findings showed that global insecurity has a significant but negative effect on the sustainability of entrepreneurial marketing in Anambra State of Nigeria. Specially, the study found that insurgency has a significant but negative effect on the sustainability of entrepreneurial marketing in Nigeria. The study also found that militancy has a significant but negative effect on the sustainability of entrepreneurial marketing in Nigeria. The findings revealed that terrorism has a significant but negative effect on the sustainability of entrepreneurial marketing in Nigeria. The study also found that banditry has a significant but negative effect on the sustainability of entrepreneurial marketing in Nigeria. The findings showed that farmer-pastoralist clash has a significant but negative effect on the sustainability of entrepreneurial marketing in Nigeria. The study recommended amongst others that government, entrepreneurs and other stakeholders should join hands to end insecurity challenges so that the activities of entrepreneurial marketing be sustained.