An appraisal of green marketing initiatives on consumer trust: A case study of an organic food brand in Kano, Nigeria
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Background of the study
Green marketing initiatives, which emphasize environmental benefits and sustainable practices, have become a cornerstone for brands operating in increasingly eco-conscious markets. In Kano, Nigeria, organic food brands are leveraging green marketing to differentiate themselves from conventional food providers (Garba, 2023). These initiatives are designed not only to promote products but also to foster consumer trust by demonstrating a commitment to environmental stewardship and health benefits (Sani, 2024). The organic food sector in Kano has experienced a notable shift as consumers are more informed about the impacts of food production on their health and the environment. Green marketing messages that highlight natural ingredients, ethical sourcing, and sustainable production methods have been shown to positively influence consumer perceptions (Yusuf, 2025). Despite these promising trends, there is a need to assess whether these marketing efforts translate into long-term consumer trust. Factors such as message credibility, transparency in communication, and the consistency of green claims play a significant role in determining the effectiveness of these initiatives (Garba, 2023). This study will examine how an organic food brand in Kano employs green marketing strategies to build and sustain consumer trust, addressing the interplay between marketing communication and consumer behavior.
Statement of the problem
Although green marketing is widely promoted as a tool to build consumer trust, its practical impact remains ambiguous, particularly in Kano. Organic food brands often face skepticism regarding the authenticity of their environmental claims, which can undermine consumer confidence (Sani, 2024). The challenge lies in effectively communicating green credentials while overcoming consumer doubts about potential greenwashing (Yusuf, 2025). Moreover, inconsistencies in product performance and variable consumer expectations further complicate the establishment of trust. This disconnect between marketing promises and consumer experiences calls for a thorough investigation into the credibility of green marketing initiatives in Kano. The study aims to identify the gaps in communication and practice that hinder the full realization of consumer trust in organic food brands (Garba, 2023).
Objectives of the study:
To evaluate the impact of green marketing initiatives on consumer trust in Kano.
To identify the key factors that influence consumer perceptions of green claims.
To recommend improvements for enhancing the credibility of green marketing efforts.
Research questions:
How do green marketing initiatives influence consumer trust in Kano?
What factors affect the credibility of green marketing messages?
How can organic food brands improve the authenticity of their green marketing?
Significance of the study
This study is significant as it explores the link between green marketing initiatives and consumer trust, providing insights for organic food brands in Kano. Its findings will guide marketers in refining their communication strategies to enhance credibility and foster long-term trust among consumers. The research will contribute to the broader discourse on green marketing efficacy and offer actionable recommendations for practitioners. By addressing key challenges, the study supports the development of more transparent and effective green marketing strategies (Yusuf, 2025).
Scope and limitations of the study:
The study is limited to assessing green marketing initiatives and their impact on consumer trust within the organic food sector in Kano, Nigeria. The results are specific to this industry and geographical context.
Definitions of terms:
Green Marketing: The promotion of products based on their environmental benefits.
Consumer Trust: The level of confidence consumers have in a brand’s claims and practices.
Organic Food: Food produced without synthetic inputs, emphasizing natural and sustainable practices.
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