NWADIGOHA, Emmanuel Ephraim
Department of Marketing, Michael Okpara University of Agriculture,
Unudike, Abia State, Nigeria
ABSTRACT
The highly infectious COVID-19 pandemic has affected many economies and has thrown many firms out of business even in Nigeria. This study examined the effect that COVID-19 had on sustainability marketing of fast food businesses in Rivers State. Research design used was the survey method. The population comprised of Fifty-Two (52) registered and functional fast food restaurants in Port Harcourt, staff number being 122. Considering the size of the population, census was employed.The questionnaire was validated by some marketing professionals, test-retest was done, the Cronbach’s coefficient alpha was used to determine the internal reliability.Data obtained were analysed according to the stated objectives and hypotheses of the study. All analyses were done electronically with simple regression model using the SPSS software version 20.0. Findings showed that COVID-19 lockdown resulted to a decrease in strategic integration of fast food businesses in Rivers State.COVID-19 social distancing resulted to a decrease in social engagement of fast food businesses in Rivers State Nigeria. The study recommended that a responsible business conduct (RBC) approach to the COVID-19 crisis response will help ensure that the environmental, social and other governance issues are central in the design and implementation of business response
Keywords: Covid-19, lockdown, social distancing, sustainability marketing