An evaluation of ethical marketing communications on consumer perceptions: Evidence from a non-profit organization in Abuja, Nigeria
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Background of the study
Ethical marketing communications focus on transparent, honest, and socially responsible messaging to build positive consumer perceptions. In Abuja, non-profit organizations are increasingly employing ethical communication strategies to promote their causes and gain support from the public. Such strategies involve clear messaging, honesty in representation, and adherence to moral standards, which together foster trust and credibility among consumers (Umar, 2023). As non-profit organizations operate in environments where transparency is crucial for donor and volunteer support, ethical marketing communications serve as a critical tool in shaping public perception (Bello, 2024). However, the extent to which these ethical practices translate into improved consumer perceptions and increased support is still under debate. This study examines the ethical marketing communications of a non-profit organization in Abuja, investigating how these practices influence consumer perceptions regarding trustworthiness, reliability, and overall support for the organization’s mission (Yusuf, 2025). The findings will contribute to a better understanding of the role of ethics in marketing communications within the non-profit sector.
Statement of the problem
Although ethical marketing communications are widely promoted in the non-profit sector, their impact on consumer perceptions remains ambiguous. Non-profit organizations in Abuja often face challenges in conveying their ethical standards convincingly, resulting in mixed consumer responses (Umar, 2023). Skepticism about the authenticity of ethical claims can undermine the intended benefits, leading to doubts about the organization’s true commitment to its mission (Bello, 2024). Additionally, the absence of standardized metrics for assessing ethical communication complicates the evaluation of its effectiveness. This study seeks to clarify the relationship between ethical marketing communications and consumer perceptions by examining a non-profit organization in Abuja, thereby offering insights into how ethical practices can be optimized to improve public trust and support (Yusuf, 2025).
Objectives of the study:
To assess the impact of ethical marketing communications on consumer perceptions in a non-profit organization.
To identify the key ethical elements that influence consumer trust.
To recommend strategies for enhancing ethical communication in non-profit marketing.
Research questions:
How do ethical marketing communications affect consumer perceptions in the non-profit sector?
What ethical elements are most influential in shaping consumer trust?
How can non-profit organizations improve their ethical communication practices?
Significance of the study
This study is significant as it examines the role of ethical marketing communications in shaping consumer perceptions within the non-profit sector in Abuja. Its findings will help non-profit organizations refine their communication strategies to build stronger trust and support among their stakeholders. By offering evidence-based recommendations, the research contributes to academic literature and provides practical insights for organizations seeking to enhance their ethical messaging, ultimately fostering a more supportive and engaged public (Bello, 2024).
Scope and limitations of the study:
The study is limited to evaluating ethical marketing communications and their impact on consumer perceptions for a specific non-profit organization in Abuja, Nigeria. The findings are contextual and may not apply to other organizations or sectors.
Definitions of terms:
Ethical Marketing Communications: The use of transparent, honest, and socially responsible messaging in marketing.
Consumer Perceptions: The interpretations and attitudes of consumers regarding a brand or organization.
Non-Profit Organization: An entity that operates for a social or charitable purpose rather than for profit.
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