The effect of sustainability campaigns on consumer loyalty: A study of an organic cosmetics brand in Port Harcourt, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Sustainability campaigns are becoming essential in the modern marketing landscape, particularly among brands that emphasize natural and organic products. In Port Harcourt, an organic cosmetics brand has adopted sustainability campaigns as a central part of its marketing strategy. These campaigns promote environmentally friendly practices, ethical sourcing, and sustainable production methods, all of which resonate with a growing segment of eco-conscious consumers (Okafor, 2023). By aligning its brand values with sustainability, the cosmetics brand seeks to build long-term consumer loyalty. Studies have shown that consumers are more likely to remain loyal to brands that share their environmental values and demonstrate a genuine commitment to sustainable practices (Chukwu, 2024). However, the precise impact of sustainability campaigns on consumer loyalty remains underexplored, especially in emerging markets such as Port Harcourt. This study aims to investigate how these campaigns influence consumer loyalty, exploring the interplay between sustainability messaging, consumer trust, and repeat purchase behavior (Nwankwo, 2025). By examining consumer responses, the research will offer valuable insights for brands seeking to enhance loyalty through sustainable marketing practices.
Statement of the problem
Despite the increasing prevalence of sustainability campaigns, their effect on consumer loyalty for organic cosmetics brands in Port Harcourt is not clearly established. While the adoption of sustainable practices is expected to build consumer trust, there is uncertainty regarding the extent to which these campaigns translate into long-term loyalty (Okafor, 2023). Consumer skepticism about the authenticity of sustainability claims can hinder loyalty, and the lack of standardized measures to evaluate campaign effectiveness further complicates the issue (Chukwu, 2024). This study aims to address these uncertainties by investigating the impact of sustainability campaigns on consumer loyalty, identifying the critical elements that drive repeat purchase behavior and brand commitment (Nwankwo, 2025).
Objectives of the study:
To evaluate the impact of sustainability campaigns on consumer loyalty.
To identify key factors that enhance trust in sustainable practices.
To recommend strategies for improving loyalty through sustainability messaging.
Research questions:
How do sustainability campaigns influence consumer loyalty in the organic cosmetics sector?
What are the key factors that drive consumer trust in sustainable practices?
How can organic cosmetics brands enhance loyalty through effective sustainability campaigns?
Significance of the study
This study is significant as it examines the relationship between sustainability campaigns and consumer loyalty within the organic cosmetics industry in Port Harcourt. Its findings will help brands refine their sustainability messaging to foster stronger consumer relationships and long-term loyalty. The research contributes to the broader academic discussion on sustainable marketing while offering practical recommendations for enhancing consumer trust and brand commitment (Chukwu, 2024).
Scope and limitations of the study:
The study is limited to assessing the effect of sustainability campaigns on consumer loyalty for an organic cosmetics brand in Port Harcourt. The results are specific to this brand and geographic context.
Definitions of terms:
Sustainability Campaigns: Marketing initiatives that emphasize environmental and ethical practices.
Consumer Loyalty: The likelihood of consumers to continue purchasing from a brand.
Organic Cosmetics: Beauty products made from natural ingredients produced through sustainable practices.
Related Project Materials
An evaluation of the relationship between political awareness and voter education: A study of Ikwuano Local Government Area, Abia State
Background of the Study:
Political awareness and voter education are critical components of a functioning democracy, empowe...
The influence of video marketing campaigns on consumer retention: A study of a streaming service in Port Harcourt, Nigeria
Background of the study
Video marketing campaigns have become a critical tool in the digital era, significantly impactin...
A Review of Consumer Data Analytics in FMCG Retailing: A Case Study in Zamfara State
Background of the Study
Consumer data analytics has transformed the fast-moving consumer goods (FMCG) r...
Investigation into the Role of Bioinformatics in Studying the Molecular Basis of Asthma: A Case Study of University of Maiduguri, Borno State
Background of the Study
Asthma is a chronic respiratory disease characterized by airway inflammation and hyperresponsivene...
PREDICTING STUDENTS PERFORMANCE USING FUZZY LOGIC
BACKGROUND TO THE STUDY
The increasing demand for education in Nigeria especially tertiary education has been an issue i...
The Impact of Supply Chain Disruptions on Small-Scale Manufacturing Businesses: A Case Study of Furniture Makers in Jigawa State
Background of the Study
Supply chain disruptions are a critical challenge for small-scale manufacturing businesses, affecti...
Evaluation of Big Data-Based Course Enrollment Prediction Models in Federal University Dutsin-Ma, Katsina State
Background of the Study
Accurate course enrollment predictions are essential for effective academic planning, resource all...
CORPORATE GOVERNANCE AND ITS IMPACT ON THE MANAGEMENT OF MTN MOBILE COMMUNICATION NIGERIA LTD. KADUNA MAIN BRANCH
Abstract
This research work examine the impact of corporate governance and management of organization a case study of MT...
ANALYSIS OF THE PROBLEMS OF ENGLISH PRONUNCIATION AMONG YORUBA SPEAKERS, OF ENGLISH
ABSTRACT
Language learning practice often assumes that most of the difficulties that learners encounter in the study of...
An Appraisal of Nurses' Knowledge and Management of Varicose Veins in Elderly Patients at Kogi State University Teaching Hospital
Background of the Study
Varicose veins are a common condition in the elderly, characterized by enlarged, twisted veins, par...
