The impact of green marketing communications on consumer decision-making: An evaluation of a renewable energy campaign in Lagos
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- NGN 5000
Background of the study
Green marketing communications are increasingly critical in influencing consumer decision-making, especially in sectors where environmental sustainability is a key value proposition. In Lagos, a renewable energy campaign has been launched to promote clean energy solutions, using green marketing communications to highlight benefits such as reduced carbon footprint, cost savings, and long-term sustainability (Adebola, 2023). These communications utilize digital media, community outreach, and educational content to inform consumers about renewable energy options. Research indicates that well-crafted green marketing messages can significantly alter consumer attitudes and decision-making processes by emphasizing both personal and environmental benefits (Ibrahim, 2024). However, the complexity of consumer decision-making requires a comprehensive evaluation of how these messages are received and acted upon. This study examines the effectiveness of green marketing communications in shaping consumer decisions related to renewable energy adoption in Lagos. The research seeks to understand the interplay between message content, credibility, and consumer behavior, ultimately providing insights to refine marketing strategies and promote sustainable energy consumption (Olawale, 2025).
Statement of the problem
Although green marketing communications are widely deployed in renewable energy campaigns, their direct impact on consumer decision-making remains ambiguous. Consumers in Lagos may be influenced by a variety of factors, and the specific contribution of green messages to the adoption of renewable energy solutions is not well understood (Adebola, 2023). Additionally, issues such as message credibility and information overload may hinder the effectiveness of these communications (Ibrahim, 2024). This study seeks to address these challenges by evaluating the relationship between green marketing communications and consumer decision-making, thereby providing evidence-based recommendations for optimizing campaign strategies in the renewable energy sector (Olawale, 2025).
Objectives of the study:
To assess the impact of green marketing communications on consumer decision-making.
To identify the key factors that enhance message effectiveness in renewable energy campaigns.
To propose strategies for optimizing green marketing communications.
Research questions:
How do green marketing communications influence consumer decision-making in Lagos?
What factors contribute to the effectiveness of green marketing messages in renewable energy campaigns?
How can renewable energy campaigns optimize their communications to better influence consumer decisions?
Significance of the study
This study is significant as it examines the direct impact of green marketing communications on consumer decision-making in the renewable energy sector. The findings will provide actionable insights for marketers to design more effective campaigns that promote sustainable energy adoption. By linking communication strategies to consumer behavior, the research contributes to both academic literature and practical marketing applications, ultimately fostering a shift towards renewable energy consumption (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to evaluating the impact of green marketing communications on consumer decision-making for a renewable energy campaign in Lagos. The results may be specific to the renewable energy sector and Lagos region.
Definitions of terms:
Green Marketing Communications: Promotional messages that emphasize environmental benefits and sustainability.
Consumer Decision-Making: The process by which consumers select and adopt products or services.
Renewable Energy Campaign: A marketing initiative aimed at promoting clean and sustainable energy solutions.
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