ADVANCING GREEN SUPPLY CHAIN MANAGEMENT FOR MARKETING SUSTAINABILITY IN SOUTH-SOUTH NIGERIA: A POSITION PAPER

The growing environmental challenges in South-South Nigeria, driven by industrialization and oil-related activities, have intensified the need for sustainable business practices. This position paper synthesizes contemporary literature, theoretical frameworks, and empirical insights to argue that Green Supply Chain Management (GSCM) is a strategic imperative for achieving marketing sustainability in the region. By integrating environmental considerations into procurement, production, logistics, and reverse supply chain operations, firms can enhance environmental performance, strengthen corporate reputation, and build stakeholder trust, collectively supporting sustainable marketing outcomes. The paper presents strategic arguments for GSCM adoption, addresses common counterarguments related to cost, complexity, market readiness, and regulatory limitations, and offers evidence-based rebuttals demonstrating the long-term economic, operational, and reputational benefits. Implications for theory, managerial practice, policy formulation, and future research are discussed, emphasizing the interdependence of operational sustainability and marketing success. The study concludes that proactive adoption of GSCM in South-South Nigeria is not only environmentally responsible but also essential for long-term competitive advantage, brand differentiation, and stakeholder engagement.