Authors:

Theophilus T.E. Onewo PhD Student of Economic Policy and International Economics Dept., Graduate School of Economics and Management. Ural Federal University named after the First President of Russia B.N. Yeltsin, Ekaterinburg, Russia.

Zhanna S. Belyaeva Cand. Sc. (Econ.), Associate Professor of Economic Policy and International Economics Dept., Graduate School of Economics and Management. Ural Federal University named after the First President of Russia B.N. Yeltsin, Ekaterinburg, Russia

Godwin Adegbile Lecturer of Business Administration Dept., Faculty of Management Sciences. Osun State University, Osogbo, Nigeria

Abstract:

Social and environmental corporate responsibility is becoming increasingly important in organizational operations and production processes. This is due to increased consumer awareness about the importance of ESG factors. Meanwhile, there is the aspect that celebrities play crucial role in influencing purchasing behaviours of the younger generations. The study is devoted to investigating the mediating influence of celebrity endorsement on ESG-oriented purchase. The methodological basis of the study is an integrative approach following stakeholder theory, generational theory, and the meaning transfer model. The data were assessed using econometric methods namely regression analysis. The study used primary data obtained through an online survey of 384 respondents belonging to Generation Z and Millennials. The research findings demonstrate a significant positive impact of ESG-factors awareness and celebrity endorsements on consumer purchase decisions. The study confirmed that celebrity endorsements of ESG-related products significantly influence purchase decisions among Gen Z and Millennials. The empirically proven results confirm the need for not only implementing ESG practices, but also to disseminate consumer awareness about that. Celebrity endorsement significantly mediated the relationship between awareness of ESG practices and purchase decision. The results may be useful in developing strategies to build ESG awareness to stimulate purchase among millennial and Gen Z consumers.

Keywords: consumer behaviour; ESG awareness; celebrity endorsement; purchase decision; fast-moving consumer goods (FMCG); Nigeria.

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For citation: Onewo T.T.E., Belyaeva Z.S., Adegbile G. (2025). The mediating role of celebrity endorsement in stimulating purchases of ESG-oriented goods in Nigeria’s fast-moving consumer goods sector. Upravlenets / The Manager, vol. 16, no. 5, pp. 84–97. DOI: 10.29141/2218-5003-2025-16-5-6. EDN: UZRQTI.