An examination of environmental marketing on brand reputation: A case study of a sustainable fashion label in Kano
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Background of the study
Environmental marketing focuses on promoting products and brands based on their eco-friendly attributes and sustainable practices. In Kano, a sustainable fashion label has emerged as a pioneer in using environmental marketing strategies to build a strong, positive brand reputation. The fashion industry is increasingly scrutinized for its environmental impact, and sustainable fashion labels are responding by emphasizing the use of organic materials, ethical production methods, and low-impact manufacturing processes (Ogunyemi, 2023). Environmental marketing not only appeals to eco-conscious consumers but also plays a crucial role in differentiating brands in a crowded market (Akinola, 2024). The sustainable fashion label in Kano leverages storytelling and transparent communication to convey its commitment to environmental sustainability, thereby building trust and enhancing brand reputation. However, the effectiveness of these marketing efforts in significantly altering consumer perceptions remains to be fully established. This study aims to evaluate how environmental marketing strategies influence the brand reputation of the sustainable fashion label in Kano by analyzing consumer attitudes, media representation, and overall market positioning (Akinola, 2024).
Statement of the problem
Despite the increasing use of environmental marketing in the fashion industry, its impact on brand reputation remains uncertain. The sustainable fashion label in Kano employs various environmental marketing strategies, yet consumer perceptions may still be influenced by skepticism regarding the authenticity of these claims (Ogunyemi, 2023). This challenge is compounded by the competitive nature of the fashion industry and the difficulty in quantifying improvements in brand reputation. Additionally, negative media portrayals or isolated instances of non-compliance with sustainable practices could undermine the brand’s efforts. This study seeks to address these challenges by assessing the effectiveness of environmental marketing on the brand reputation of a sustainable fashion label in Kano, providing insights into how such strategies can be improved to enhance consumer trust and overall brand image (Akinola, 2024).
Objectives of the study:
To examine the impact of environmental marketing on brand reputation.
To identify the key elements of environmental marketing that influence consumer perceptions.
To recommend strategies for improving environmental marketing practices.
Research questions:
How does environmental marketing affect brand reputation in the sustainable fashion industry?
Which elements of environmental marketing are most influential in shaping consumer perceptions?
How can sustainable fashion labels optimize their environmental marketing strategies to enhance brand reputation?
Significance of the study
This study is significant as it investigates the role of environmental marketing in shaping brand reputation for sustainable fashion labels in Kano. Its findings will provide valuable insights for fashion brands aiming to improve their market image through authentic sustainable practices. The research contributes to academic literature and offers practical recommendations for enhancing consumer trust and brand equity. Ultimately, the study supports the development of more effective environmental marketing strategies that align with consumer expectations and sustainability goals (Akinola, 2024).
Scope and limitations of the study:
The study is limited to examining environmental marketing and its impact on the brand reputation of a sustainable fashion label in Kano, Nigeria. The conclusions are specific to this brand and market context.
Definitions of terms:
Environmental Marketing: Marketing strategies that emphasize a brand’s commitment to eco-friendly and sustainable practices.
Brand Reputation: The overall public perception and credibility of a brand.
Sustainable Fashion Label: A fashion brand that prioritizes environmentally friendly production methods and ethical practices.
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