The effect of sustainable marketing practices on long-term consumer loyalty: A study of an eco-friendly apparel brand in Kano
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Background of the study
Sustainable marketing practices encompass a range of strategies that emphasize environmental responsibility, ethical production, and social accountability. In Kano, an eco-friendly apparel brand has adopted sustainable marketing as a core component of its business strategy. This approach involves the use of eco-friendly materials, fair-trade practices, and transparent supply chains to build consumer trust and loyalty (Bello, 2023). Sustainable marketing not only differentiates the brand in a competitive industry but also appeals to a growing segment of consumers who prioritize ethical consumption. Research suggests that sustainable marketing can lead to long-term consumer loyalty by fostering an emotional connection with the brand and reinforcing its commitment to sustainability (Adeniyi, 2024). However, the long-term impact of these practices on consumer loyalty remains underexplored, particularly in emerging markets. This study investigates how sustainable marketing practices affect long-term consumer loyalty for the eco-friendly apparel brand in Kano, examining factors such as brand credibility, customer satisfaction, and repeat purchase behavior (Ibrahim, 2025).
Statement of the problem
Although sustainable marketing practices are widely recognized for their potential to enhance consumer loyalty, their long-term effect on consumer behavior remains uncertain in emerging markets like Kano. The eco-friendly apparel brand may face challenges in maintaining consumer loyalty if sustainability claims are perceived as inconsistent or superficial (Bello, 2023). Additionally, external factors such as market competition and economic fluctuations may dilute the impact of sustainable marketing on long-term loyalty (Adeniyi, 2024). This study seeks to address these issues by examining the relationship between sustainable marketing practices and long-term consumer loyalty, providing insights into the factors that drive enduring customer commitment (Ibrahim, 2025).
Objectives of the study:
To evaluate the impact of sustainable marketing practices on long-term consumer loyalty.
To identify the key factors that contribute to sustained consumer commitment.
To propose strategies for enhancing long-term loyalty through sustainable marketing.
Research questions:
How do sustainable marketing practices influence long-term consumer loyalty in the eco-friendly apparel sector?
What factors drive enduring consumer commitment to sustainable brands?
How can eco-friendly apparel brands optimize their sustainable marketing strategies to enhance long-term loyalty?
Significance of the study
This study is significant as it explores the effect of sustainable marketing practices on long-term consumer loyalty within the eco-friendly apparel industry in Kano. Its findings will provide actionable insights for brands seeking to strengthen customer retention through authentic and consistent sustainable practices. By linking sustainability to long-term loyalty, the research contributes to academic literature and offers practical recommendations for developing robust marketing strategies that drive enduring consumer relationships (Adeniyi, 2024).
Scope and limitations of the study:
The study is limited to assessing the effect of sustainable marketing practices on long-term consumer loyalty for an eco-friendly apparel brand in Kano, Nigeria. Findings are specific to this brand and geographic context.
Definitions of terms:
Sustainable Marketing Practices: Marketing strategies that promote environmental and social responsibility.
Long-Term Consumer Loyalty: The sustained commitment of consumers to repurchase and support a brand over time.
Eco-Friendly Apparel Brand: A fashion company that designs and produces clothing using environmentally responsible methods.
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