An evaluation of sustainability marketing practices on consumer behavior: A study of an eco-friendly product in Port Harcourt, Nigeria
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Background of the study
Sustainability marketing emphasizes the promotion of eco-friendly products and responsible consumer practices. In Port Harcourt, Nigeria, where environmental challenges and industrial growth intersect, companies are increasingly adopting sustainability practices to differentiate their products and appeal to a more environmentally conscious audience (Ike, 2023). This approach not only highlights the environmental benefits of eco-friendly products but also integrates corporate social responsibility into the marketing narrative (Udo, 2024). Consumers in Port Harcourt are becoming more aware of environmental issues, prompting a shift in purchasing behaviors towards products that are perceived as sustainable. Recent research indicates that sustainability marketing can significantly influence consumer behavior by enhancing perceived product value and building trust (Okoro, 2025). However, the extent to which these practices translate into actual consumer behavioral change remains uncertain. There is a pressing need to evaluate the effectiveness of sustainability marketing in driving not only consumer interest but also long-term loyalty in this context. The study will explore the interplay between sustainability claims and consumer behavior, investigating how green marketing messages are received and acted upon in Port Harcourt (Ike, 2023).
Statement of the problem
Although sustainability marketing is gaining traction, its impact on consumer behavior in Port Harcourt is not fully understood. Companies promoting eco-friendly products often face the challenge of convincing consumers of the authenticity of their sustainability claims (Udo, 2024). There is a risk that consumers may perceive these practices as mere marketing gimmicks rather than genuine efforts to promote environmental well-being (Okoro, 2025). This disconnect creates uncertainty regarding the true influence of sustainability marketing on consumer purchase decisions and loyalty. Furthermore, the lack of robust empirical data linking sustainability marketing efforts with measurable changes in consumer behavior in Port Harcourt highlights the need for a focused investigation. This study aims to address these concerns by evaluating consumer responses to sustainability marketing and identifying factors that contribute to effective behavioral change (Ike, 2023).
Objectives of the study:
To evaluate the effectiveness of sustainability marketing practices on consumer behavior in Port Harcourt.
To determine the impact of eco-friendly product claims on consumer trust.
To recommend strategies for improving sustainability marketing messages.
Research questions:
How do sustainability marketing practices influence consumer behavior in Port Harcourt?
What factors drive consumer trust in eco-friendly product claims?
How can companies enhance the effectiveness of their sustainability marketing efforts?
Significance of the study
This study is significant as it provides insights into how sustainability marketing practices affect consumer behavior in a key Nigerian market. The findings will help companies refine their green marketing strategies and foster consumer trust. Moreover, the research will contribute to academic discussions on sustainable consumption by offering empirical evidence from Port Harcourt. The results are expected to influence both marketing practice and policy formulation, thereby supporting environmental and economic sustainability (Okoro, 2025).
Scope and limitations of the study:
This study focuses exclusively on evaluating sustainability marketing practices related to an eco-friendly product in Port Harcourt, Nigeria. The findings are limited to this specific product category and geographic area.
Definitions of terms:
Sustainability Marketing: Marketing efforts that emphasize environmental responsibility and eco-friendly practices.
Eco-friendly Product: A product designed to have minimal impact on the environment.
Consumer Behavior: The decision-making process and actions of consumers regarding the purchase and use of products.
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