1.0 INTRODUCTION The concept “green” or “ecological sustainability” is not a priority in developing countries especially in Africa where issues like hunger, corrupt governance, infectious diseases, bad road network, portable drinking water, unstable electricity, poor communication system, etc are quite prominent. Due to this fallout, the ideal called “ecological sustainability” may have been kicked under the carpet, giving room to leaders that act like the proverbial Esau that sold his birthright for a morsel of porridge. Since The Brundtland report (WCED, 1987) defines sustainable 8 | P a g e development as development that meets the needs of the presence without compromising the ability of the future generation to meet their needs, developing countries should be the epicenter of the green revolution. The developing countries as the name implies is “developing” thus may have less congeal perspective than the developed world. The reality may not be in consonance with the aforementioned statement because the demand for ecological products and sustainable business activities is determined by an increase in the customer awareness concerning environmental issues, as well as by stricter regulations introduced by national governments especially in industrially developed countries (Polonsky et al, 1998). Consumer awareness (which is lacking in developing countries) may be the first driver to sustainable consciousness. However, this report looks beyond consumer awareness noting that sustainability in marketing covers a diverse range of issues such as consumerism, environmentalism, regulation, political and social marketing (Carrigan and Attala, 2001): Some of the elements impeding sustainable transportation include the country’s commercial stakeholders’ cooperation, inadequate quality program by the suppliers of the sustainable transport and non-implementation of the concept called “dominant demand”. Due to direct observation and participatory observation (Yin, 2003), tricycles in Nigeria is used as a case study. The commercial stakeholders include Tricycle Suppliers, Government, Tricycle Operators, Tricycle passengers, leaders (Chairmen) of local routes, Tricycle Manufacturers, Tricycle Spare Part Suppliers, Fuel Station Operators and Tricycle competitors. 9 | P a g e 1.1 TRICYCLES IN NIGERIA The diffusion of tricycle brands in the Nigerian market can be attributed to the Federal Government’s initiative in 2002 to ease transportation problems and create avenue for selfemployment for the unemployed and the jobless (Sun, 2009). However, some states in Nigeria have decided not to adopt the tricycle (e.g. Edike, 2009) while some states have whole heartedly adopted its use (Imo, 2009). This commercial tricycle scheme is popularly known as “Keke NAPEP”. Keke is a native word for tricycle while NAPEP is an acronym for National Poverty Eradication Programme (Josiah, 2008). It is noteworthy to mention that majority of commuters use buses, tricycles and motorcycles for movement while some use the taxis. The increase in urban population, particularly those residing in smaller settlements away from city centers is the primary reason why there is demand of the services of motorcycles and tricycles. Some passengers however prefer the tricycle to motorcycle as a result of its relative affordability, availability and safety (Sun, 2009). In most cities in Nigeria, it is such that the city centre is congested with business premises while the fringes are occupied by low and medium income earners. Faced with this, commuters are forced to make longer trips on vehicles and trek longer distance of a consecutive estimate of two trips per person. With the above, it is clear that there is impending mobility crisis arising from demand/supply gap. The emergence of various modes of transportation gave rise to tricycles especially in view of its flexibility and the need to cope with socio-economic trends. Most tricycle brands in Nigeria are motorcycles with side cars, which have the legal capacity of 5 passengers including the driver. Tricycles are a popular mode of public transportation among
Posted on: Tue, 17 Sep 2013 16:33:03 +0000