An assessment of environmental branding on customer retention: A case study of an organic cosmetics brand in Kaduna, Nigeria
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Background of the study
Environmental branding integrates sustainable practices and eco-friendly messaging into a brand’s identity to foster long-term customer relationships. In Kaduna, an organic cosmetics brand has positioned itself as an environmentally responsible company through eco-friendly packaging, sustainable sourcing, and transparent production practices (Adeniran, 2023). This environmental branding strategy not only appeals to eco-conscious consumers but also plays a significant role in customer retention by building trust and loyalty. The brand’s commitment to sustainability is communicated through various channels including digital media, in-store promotions, and community outreach, creating a consistent image that reinforces its values (Chukwu, 2024). However, the extent to which environmental branding influences customer retention is not well documented. This study examines how environmental branding affects customer retention by evaluating consumer satisfaction, repurchase rates, and overall loyalty to the organic cosmetics brand. The findings are expected to inform strategies that enhance customer retention through authentic and transparent environmental branding (Ogunyemi, 2025).
Statement of the problem
Although environmental branding is widely promoted as a means to retain customers, its direct impact on customer retention remains unclear. The organic cosmetics brand in Kaduna faces challenges in ensuring that its environmental claims translate into long-term customer loyalty (Adeniran, 2023). Consumers may appreciate green initiatives, yet if the messaging is perceived as inconsistent or superficial, retention rates may not improve as expected (Chukwu, 2024). This study seeks to address these issues by investigating how environmental branding affects customer retention, focusing on the factors that drive repeat purchase behavior and loyalty among eco-conscious consumers (Ogunyemi, 2025).
Objectives of the study:
To evaluate the impact of environmental branding on customer retention.
To identify the key factors that contribute to repeat purchase behavior.
To recommend strategies for strengthening customer retention through environmental branding.
Research questions:
How does environmental branding influence customer retention in the organic cosmetics sector?
What factors drive repeat purchase behavior among eco-conscious consumers?
How can the brand optimize its environmental branding to improve customer retention?
Significance of the study
This study is significant as it explores the direct relationship between environmental branding and customer retention in the organic cosmetics industry. The insights will help brands refine their sustainable messaging to foster long-term consumer loyalty. By linking environmental values with customer behavior, the research contributes to academic knowledge and provides practical recommendations for improving retention strategies in competitive markets (Chukwu, 2024).
Scope and limitations of the study:
The study is limited to assessing environmental branding and its impact on customer retention for an organic cosmetics brand in Kaduna, Nigeria. Findings may not be applicable to other sectors or geographic regions.
Definitions of terms:
Environmental Branding: Strategies that incorporate sustainability and eco-friendly practices into a brand’s identity.
Customer Retention: The ability of a brand to keep its customers over time through loyalty and repeat purchases.
Organic Cosmetics Brand: A company that produces beauty products using natural, sustainable ingredients and processes.
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