PROMOTING CLIMATE CHANGE ADAPTATION BEHAVIOR VIA SOCIAL MARKETING APPROACHAMONG THE VULNERABLE POPULATION IN NIGERIA

This paper explicitly elaborate on the harsh aftermath that climate change pose on a targeted group of individuals that lack the adequate resource to actualize their adaptive capacity or are disadvantaged in adapting to climate change impact. This could be as a result of the uneven distribution of resources, gender, geographical location, physical wellbeing and other factors. These targeted groups are known as the vulnerable group and they include women, children, the poor, the elderly and ill persons. With reference to the identified vulnerable group, the researcher proposed the use of social marketing approach in fostering and encouraging the group to adopt the suggested climate change adaptation strategies in order to maximize their adaptive capacity. This paper also reviewed the threats climate change pose on some key sectors in Nigeria and appropriate recommendations were proffered by the researcher.