Abstract

The transition to renewable energy in developing regions depends not only on technological innovation, but also on consumer acceptance and trust. In Imo State, Nigeria, green marketing has emerged as a strategic tool to promote renewable energy products and eco-friendly practices. However, skepticism regarding the credibility of environmental claims often limits the adoption of such solutions. This study investigates the role of green marketing strategies and consumer trust in facilitating renewable transitions in Imo State. Employing a descriptive survey research design, data were collected from 205 respondents, including consumers and business operators engaged in renewable energy solutions, using a structured questionnaire validated with a reliability coefficient of 0.87. Data were analyzed using descriptive statistics and Spearman Rank Order Correlation Coefficient at a 0.05 significance level. Findings reveal that green marketing strategies such as eco-labeling, sustainability-focused advertising, and community sensitization significantly influence renewable adoption. Moreover, consumer trust emerges as a critical mediator, enhancing confidence in sustainability claims, reducing skepticism, and fostering long-term adoption of eco-friendly practices. The study concludes that green marketing and consumer trust collectively enable systemic renewable transitions. It recommends that firms strengthen transparent communication, adopt credible certifications, and policymakers implement regulations to curb greenwashing, thereby accelerating renewable energy adoption and sustainable development in Imo State.