Customers’ perception of the "G" in ESG practices and brand loyalty: a study on University Students in Nigeria

This paper examined the influence of corporate governance within the Environmental, Social, and Governance (ESG) framework on customer loyalty. Using a descriptive research design with primary data from 384 university students in Nigeria who were customers of Unilever, the study investigated how customer’s perception of corporate transparency, and ethics affect their loyalty, and whether there is difference in corporate governance perception of male and female customers. The research examined the hypotheses which were analysed via regression and t-test. This present research results showed that customer’s perception of corporate governance through transparency and ethics mechanisms, influence their loyalty. The research contributes to understanding the business value of ESG governance and provides strategic insights for organizations seeking to build sustainable competitive advantages through governance excellence.

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