The impact of environmental branding on market positioning: An evaluation of a green tech startup in Kaduna, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Environmental branding is a strategy where companies emphasize their commitment to environmental sustainability to enhance their market positioning. In Kaduna, a green tech startup has integrated environmental branding into its core identity by showcasing innovations in renewable energy, waste reduction, and eco-friendly product design (Sani, 2023). This approach not only reflects the startup’s values but also distinguishes it from competitors in a fast-paced tech industry. The adoption of environmental branding aims to attract environmentally conscious consumers and investors, positioning the company as a leader in sustainable technology (Ibrahim, 2024). Research has suggested that a strong environmental brand can lead to improved market positioning by building trust and differentiating the brand from competitors (Emeka, 2025). Despite these promising strategies, there remains a need to evaluate how environmental branding influences market positioning in emerging tech markets. This study investigates the relationship between environmental branding efforts and the market positioning of the green tech startup in Kaduna, focusing on consumer perception, competitive advantage, and market share.
Statement of the problem
While environmental branding is touted as a means to secure a competitive market position, its direct impact on market positioning for green tech startups in Kaduna remains unclear. The green tech startup may invest heavily in sustainability messaging, yet its influence on consumer preference and market share is not well documented (Sani, 2023). Additionally, consumers may question the authenticity of environmental claims if not supported by consistent practices, potentially undermining the intended competitive advantage (Ibrahim, 2024). This study seeks to address these issues by evaluating the effectiveness of environmental branding in enhancing market positioning, providing insights into how the startup can optimize its branding efforts to secure a stronger market foothold (Emeka, 2025).
Objectives of the study:
To assess the impact of environmental branding on market positioning.
To identify key elements that contribute to a competitive advantage through environmental branding.
To recommend strategies for enhancing market positioning through sustainable branding.
Research questions:
How does environmental branding influence market positioning for green tech startups?
What elements of environmental branding are most effective in differentiating the brand?
How can green tech startups optimize their branding strategies to improve market share?
Significance of the study
This study is significant as it examines the role of environmental branding in establishing a competitive market position for green tech startups in Kaduna. Its findings will provide actionable recommendations for startups looking to leverage sustainability to enhance consumer perception and market share. The research contributes to academic literature on branding and sustainability and offers practical insights for businesses aiming to align their brand identity with environmental values (Emeka, 2025).
Scope and limitations of the study:
The study is limited to evaluating environmental branding and its impact on market positioning for a green tech startup in Kaduna, Nigeria. The findings are specific to this context and may not apply to other industries or regions.
Definitions of terms:
Environmental Branding: The use of sustainable and eco-friendly messages to enhance a brand’s image.
Market Positioning: The process of establishing a brand’s identity and competitive advantage in the market.
Green Tech Startup: A technology company that focuses on sustainable and environmentally friendly innovations.
Related Project Materials
INTERPERSONAL COMMUNICATION IN CONFLICT RESOLUTION AND ITS EFFECT TO COMMUNITY DEVELOPMENT (A CASE STUDY OF AMAC, ABUJA)
-
- BACKGROUND OF THE STUDY
Conflict can be defined as the s...
An Assessment of Nurses' Awareness and Implementation of Stroke Rehabilitation Strategies at Kogi State University Teaching Hospital
Background of the Study
Stroke is one of the leading causes of morbidity and mortality worldwide, including in Nigeria,...
An Assessment of Asset Management Efficiency in Islamic Banks
Background of the Study
Asset management efficiency is critical in the competitive landscape of Islamic banking, where mana...
THE INFLUENCE OF CELEBRITY ENDORSEMENT ON CONSUMER BEHAVIOR
ABSTRACT
This study assessed how celebrity endorsements influenced consumers’ behavior and other factors that predispose people to...
An Investigation of Industrial Pollution and Community Health in Benue State
Background of the Study
Industrial pollution, resulting from the emissions of hazardous chemicals and...
An assessment of water pollution and its effect on human health in Asaba Local Government Area, Delta State
Background of the study
Water pollution poses a significant threat to human health and ecosystem integrity. In Asaba, rapi...
AN APPRAISAL OF THE APPLICATION OF PLEA BARGAINING PROCEDURE IN NIGERIAN CRIMINAL JUSTICE SYSTEM
ABSTRACT
This project titled”An Appraisal of the Application of Plea Bargaining Procedure in Nigerian Criminal Justice System&rdquo...
A Review of AI-Driven Cybersecurity Models in Business Risk Mitigation: A Study of Corporate Firms in Kwara State
Background of the Study
In an increasingly digital world, cybersecurity has become a top priority for businesses across...
An Evaluation of Digital Financial Services in Rural Agricultural Banking: A Case Study of Stanbic IBTC Bank Nigeria
Background of the Study
Digital financial services have transformed the delivery of banking products, part...
An Evaluation of Local Government Revenue Allocation and Its Impact on Development: The Case of Gombe Local Government, Gombe State
Chapter One: Introduction
1.1 Background of the Study...
