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 ethical practices and sustainable values, influencing consumer perceptions by aligning brand messaging with environmental and social causes. In Enugu, eco-friendly products are increasingly leveraging such strategies to appeal to environmentally conscious consumers. This study examines how marketing campaigns that highlight sustainability initiatives, ethical sourcing, and community involvement affect consumer attitudes and purchase decisions (Chinwe, 2023). The research discusses how transparent communication of environmental benefits and corporate social responsibility can build consumer trust and differentiate a product in a competitive market. It also considers challenges such as consumer skepticism and greenwashing concerns, exploring how authenticity in messaging can enhance the effectiveness of social responsibility marketing. By analyzing consumer feedback and engagement metrics, the study provides insights into the role of social responsibility in shaping positive consumer perceptions and driving market success (Okafor, 2024).
Statement of the problem:
Eco-friendly products in Enugu often face challenges in convincing consumers of their sustainability claims due to prevalent skepticism and inconsistent marketing messages. Despite growing consumer interest in sustainable products, ineffective communication of social responsibility initiatives can undermine consumer trust and hinder market adoption. This study seeks to address these issues by evaluating the impact of social responsibility marketing on consumer perceptions and identifying strategies to enhance authenticity and effectiveness (Chinwe, 2023).
Objectives of the study:
To assess the impact of social responsibility marketing on consumer perceptions.
To identify factors that contribute to effective sustainability messaging.
To propose strategies for improving the authenticity of social responsibility campaigns.
Research questions:
How does social responsibility marketing influence consumer perceptions of eco-friendly products?
What factors enhance the credibility of sustainability claims in marketing?
What strategies can improve the effectiveness of social responsibility marketing?
Significance of the study:
This study is significant as it provides valuable insights into leveraging social responsibility marketing to shape consumer perceptions. The findings will help eco-friendly brands in Enugu refine their marketing strategies to build trust, enhance brand image, and drive sales through authentic sustainability messaging (Chinwe, 2023; Okafor, 2024).
Scope and limitations of the study:
This study is limited to evaluating social responsibility marketing for an eco-friendly product in Enugu.
Definitions of terms:
Social responsibility marketing: Marketing strategies that emphasize ethical and sustainable practices.
Consumer perceptions: The attitudes and beliefs held by consumers about a brand or product.
Eco-friendly product: A product designed and produced with minimal environmental impact.
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