The impact of sustainability marketing on market competitiveness: An evaluation of an organic food brand in Kano, Nigeria
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Background of the study
Sustainability marketing is increasingly recognized as a strategic tool for enhancing market competitiveness by aligning business practices with environmental and social values. In Kano, organic food brands are embracing sustainability marketing to differentiate themselves in a competitive market. These brands use eco-friendly production practices, sustainable sourcing, and transparent communication to appeal to consumers who are increasingly concerned about health and environmental issues (Chinedu, 2023). By integrating sustainability into their core marketing strategies, these brands can not only improve their market image but also attract a loyal customer base, which is critical for long-term success (Olanrewaju, 2024). The organic food sector in Kano faces challenges such as consumer skepticism and competitive pressure from conventional food brands. However, the commitment to sustainability can serve as a unique selling proposition that enhances market competitiveness. This study aims to evaluate how sustainability marketing influences the competitive positioning of an organic food brand in Kano by examining its effects on consumer perception, brand differentiation, and overall market performance (Ibrahim, 2025).
Statement of the problem
Despite the promising potential of sustainability marketing, its actual impact on market competitiveness remains inadequately quantified. Organic food brands in Kano are investing in sustainable practices and marketing strategies; however, the extent to which these initiatives translate into competitive advantage is unclear (Chinedu, 2023). Consumers may remain divided over the authenticity of sustainability claims, and the resulting market impact is often diluted by competing non-sustainable alternatives (Olanrewaju, 2024). The lack of comprehensive evaluation metrics further complicates the assessment of sustainability marketing’s effectiveness in driving market competitiveness. This study seeks to address these gaps by investigating the relationship between sustainability marketing initiatives and competitive market performance for an organic food brand in Kano (Ibrahim, 2025).
Objectives of the study:
To assess the impact of sustainability marketing on market competitiveness.
To identify the factors that contribute to a competitive advantage through sustainable practices.
To recommend strategies for enhancing the market position of organic food brands.
Research questions:
How does sustainability marketing influence market competitiveness in Kano?
What key factors drive competitive advantage through sustainable practices?
How can organic food brands optimize sustainability marketing to improve market performance?
Significance of the study
This study offers valuable insights into the role of sustainability marketing in enhancing market competitiveness for organic food brands in Kano. The findings will assist brand managers and marketers in refining their strategies to create a distinct competitive advantage. By providing empirical evidence on consumer perceptions and market performance, the research contributes to academic literature and practical applications in sustainability marketing. Ultimately, the study supports the development of robust marketing strategies that integrate sustainability, leading to improved brand differentiation and market success (Olanrewaju, 2024).
Scope and limitations of the study:
The study is limited to evaluating the impact of sustainability marketing on the market competitiveness of an organic food brand in Kano, Nigeria. The results are specific to this brand and market context.
Definitions of terms:
Sustainability Marketing: Marketing strategies that emphasize environmental and social responsibility.
Market Competitiveness: The ability of a brand to achieve a competitive advantage in the marketplace.
Organic Food Brand: A brand that offers food products produced without synthetic inputs, focusing on natural and sustainable practices.
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