The status of green marketing implementation and achievements in Africa point to a bleak future. There is general consensus in extant literature that the African continent is lagging behind in attaining environmental sustainability targets (Asongu & Odhiambo, 2021; Aluko et al., 2023). Empirical evidence also suggests that the African continent is warming more rapidly as compared to other continents (Avom et al., 2020; Aluko et al., 2023). This, according to Avom et al. (2020), is manifested by the escalation of climate change-induced grand problems such as droughts, floods, poverty, forced migration, health pandemics and social inequalities. Moreover, the growing rate of unemployment characterised by de-industrialisation and rapid informalisation of African economies is at odds with the green marketing promise of green economic growth (Asongu & Odhiambo, 2021). This further raises doubt about the potential of green marketing as a driver of economy  growth in Africa.