An appraisal of social responsibility marketing on consumer perceptions: A study of an eco-friendly product in Enugu, Nigeria.
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- NGN 5000
Background of the study:
Social responsibility marketing emphasizes the role of ethical and sustainable practices in shaping consumer perceptions and brand value. In Enugu, eco-friendly products are increasingly adopting socially responsible marketing strategies to appeal to environmentally conscious consumers (Chinwe, 2023). This study explores how marketing messages that emphasize sustainability, ethical sourcing, and environmental stewardship influence consumer attitudes and purchasing behavior. By integrating elements of social responsibility into marketing campaigns, companies aim to build trust and differentiate themselves in a crowded marketplace (Nduka, 2024). The research examines the interplay between corporate social responsibility and marketing communication, highlighting how transparency and authenticity in promoting eco-friendly initiatives can positively affect brand image. Moreover, the study considers the challenges associated with consumer skepticism and the authenticity of marketing claims in the context of environmental marketing. Recent findings indicate that when social responsibility marketing is executed effectively, it can lead to enhanced consumer loyalty and increased willingness to pay premium prices for sustainable products (Okafor, 2023). This investigation contributes to understanding the impact of social responsibility on consumer perceptions in the eco-friendly market segment.
Statement of the problem:
Eco-friendly product companies in Enugu face the challenge of effectively communicating their commitment to sustainability in a way that positively influences consumer perceptions. Despite the growing demand for environmentally responsible products, there is limited research on how social responsibility marketing strategies translate into consumer trust and loyalty. Companies often encounter issues such as consumer skepticism and the challenge of differentiating authentic practices from mere greenwashing (Chinwe, 2023). This study seeks to address these concerns by evaluating the effectiveness of social responsibility marketing on consumer perceptions and identifying the factors that enhance or undermine its impact (Nduka, 2024).
Objectives of the study:
To assess the influence of social responsibility marketing on consumer perceptions of eco-friendly products.
To identify key factors that contribute to effective social responsibility marketing.
To propose strategies for improving the authenticity and impact of these marketing efforts.
Research questions:
How does social responsibility marketing affect consumer perceptions of eco-friendly products?
What factors enhance the credibility of social responsibility marketing?
What strategies can improve the effectiveness of social responsibility marketing in the eco-friendly sector?
Significance of the study:
This study is significant as it offers insights into the role of social responsibility marketing in shaping consumer perceptions of eco-friendly products. The findings will help marketers develop authentic strategies that enhance brand credibility and consumer loyalty in the environmentally conscious market segment (Chinwe, 2023; Okafor, 2023).
Scope and limitations of the study:
This study is limited to evaluating social responsibility marketing strategies for an eco-friendly product in Enugu, Nigeria, and does not extend to other product categories or regions.
Definitions of terms:
Social responsibility marketing: Marketing strategies that emphasize ethical, sustainable, and community-focused practices.
Consumer perceptions: The attitudes and opinions that consumers form about a brand or product.
Eco-friendly product: A product designed and produced with minimal environmental impact.
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