<p>The aim of this paper is to discuss the impediments to adopting sustainabletransportation in developing countries using tricycles in Nigeria as a case study.Two Executives of Chongqing Beyond Company in China, Marketing Managerof Kayemel Tricycle in India, Brand Manager of keke POeT, the chairman ofTricycle Association, Idewu Routes, the chairman of Tricycle Association,Liverpool Routes and a member of Transport Committee, Obafemi AwolowoUniversity (OAU) were interviewed. Data was also gathered throughquestionnaires for a total of fifteen drivers of different tricycle types on differentroute and a total of twenty passengers picked at random from Idewu Route,Liverpool Route and OAU campus.It was discovered under the lenses of relevant Green Marketing literature thatthe data supports some theoretical findings in their respective fields but alsocounters some other theoretic findings. It came to the conclusion that concept ofdominant demand, commercial stakeholders’ cooperation and effective qualityprogram advocated by some of the green marketing literature are very effectivemarketing tactics in the success of green tricycles adoption in Nigeria.</p>

The aim of this paper is to discuss the impediments to adopting sustainabletransportation in developing countries using tricycles in Nigeria as a case study.Two Executives of Chongqing Beyond Company in China, Marketing Managerof Kayemel Tricycle in India, Brand Manager of keke POeT, the chairman ofTricycle Association, Idewu Routes, the chairman of Tricycle Association,Liverpool Routes and a member of Transport Committee, Obafemi AwolowoUniversity (OAU) were interviewed. Data was also gathered throughquestionnaires for a total of fifteen drivers of different tricycle types on differentroute and a total of twenty passengers picked at random from Idewu Route,Liverpool Route and OAU campus.It was discovered under the lenses of relevant Green Marketing literature thatthe data supports some theoretical findings in their respective fields but alsocounters some other theoretic findings. It came to the conclusion that concept ofdominant demand, commercial stakeholders’ cooperation and effective qualityprogram advocated by some of the green marketing literature are very effectivemarketing tactics in the success of green tricycles adoption in Nigeria.