An evaluation of sustainability marketing practices in the fashion industry: A case study of an eco-friendly label in Kaduna.
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- NGN 5000
Background of the study:
Sustainability marketing practices are increasingly essential in the fashion industry as consumers become more environmentally conscious. Eco-friendly labels in Kaduna are pioneering sustainable practices by promoting ethically produced and environmentally friendly products. This study examines how sustainability marketing strategies—such as transparent supply chains, eco-friendly materials, and green branding—affect consumer perceptions and buying behavior (Ogunleye, 2023). The research highlights the importance of authenticity and transparency in conveying a commitment to sustainability, which can differentiate brands in a competitive market. It also explores the challenges faced by eco-friendly fashion brands, including higher production costs and consumer skepticism regarding green claims (Adeniyi, 2024). By analyzing consumer responses and market performance data, this investigation provides insights into the effectiveness of sustainability marketing practices in building brand credibility and fostering consumer loyalty. The study underscores the need for robust communication strategies that clearly articulate the brand's sustainability initiatives and their impact on both the environment and society (Ogunleye, 2023).
Statement of the problem:
Eco-friendly fashion labels in Kaduna struggle with effectively communicating their sustainability practices to a broader audience. Despite growing consumer interest in environmentally friendly products, many brands face challenges in overcoming skepticism and justifying higher price points associated with sustainable production (Adeniyi, 2024). This study seeks to address the gap by evaluating the impact of sustainability marketing on consumer perceptions and identifying barriers to successful implementation, thereby providing actionable insights for enhancing market competitiveness (Ogunleye, 2023).
Objectives of the study:
To assess the impact of sustainability marketing on consumer perceptions in the fashion industry.
To identify challenges faced by eco-friendly fashion labels in promoting sustainability.
To recommend strategies for improving sustainability marketing practices.
Research questions:
How do sustainability marketing practices influence consumer perceptions?
What challenges do eco-friendly fashion labels face in marketing sustainability?
What strategies can enhance the effectiveness of sustainability marketing?
Significance of the study:
This study is significant as it provides eco-friendly fashion brands with insights into effective sustainability marketing practices that can enhance consumer trust and market share. The findings will support the development of strategies that communicate sustainability authentically and compellingly (Ogunleye, 2023; Adeniyi, 2024).
Scope and limitations of the study:
This study is limited to evaluating sustainability marketing practices for an eco-friendly fashion label in Kaduna.
Definitions of terms:
Sustainability marketing: Marketing strategies that emphasize environmental and ethical practices.
Eco-friendly label: A fashion brand that prioritizes sustainable production and materials.
Consumer perceptions: The attitudes and beliefs held by consumers regarding a brand.
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