An investigation of ethical product marketing on consumer trust: A study of a green food company in Abuja
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Background of the study
Ethical product marketing involves the promotion of products with a commitment to fairness, transparency, and social responsibility. In Abuja, a green food company has embraced ethical marketing practices by highlighting its use of sustainable ingredients, fair-trade sourcing, and environmentally friendly production processes (Ibrahim, 2023). These marketing efforts aim to build consumer trust by clearly communicating the company’s ethical standards and commitment to social and environmental causes (Nwankwo, 2024). The focus on ethical values is critical in markets where consumers are increasingly concerned about product authenticity and corporate responsibility. Research indicates that when consumers perceive a brand as ethical and transparent, they are more likely to develop trust and remain loyal to the brand (Adewale, 2025). However, challenges remain in ensuring that ethical claims are credible and resonate with diverse consumer segments. This study examines how ethical product marketing influences consumer trust and identifies the key elements that enhance credibility and authenticity in marketing communications.
Statement of the problem
Although ethical product marketing is widely adopted, its direct impact on consumer trust in the green food sector is not clearly established. Consumers in Abuja may be skeptical of ethical claims if they perceive them as mere marketing tactics rather than genuine commitments (Ibrahim, 2023). Inconsistencies in message delivery and competing market factors further complicate the establishment of trust (Nwankwo, 2024). The lack of empirical data linking ethical marketing practices to increased consumer trust poses a significant challenge for green food companies. This study seeks to address these issues by exploring the relationship between ethical product marketing and consumer trust, providing evidence-based recommendations to enhance credibility and strengthen consumer relationships (Adewale, 2025).
Objectives of the study:
To evaluate the impact of ethical product marketing on consumer trust.
To identify the key ethical elements that drive trust among consumers.
To recommend strategies for improving ethical marketing practices.
Research questions:
How does ethical product marketing influence consumer trust in a green food company?
What ethical elements are most effective in building consumer trust?
How can green food companies optimize their marketing practices to enhance trust?
Significance of the study
This study is significant as it investigates the impact of ethical product marketing on consumer trust in the green food sector. The findings will provide valuable insights for companies aiming to build long-term consumer relationships through authentic ethical practices. By highlighting the key drivers of trust, the research contributes to both academic literature and practical strategies in ethical marketing, ultimately supporting more sustainable and responsible business practices (Nwankwo, 2024).
Scope and limitations of the study:
The study is limited to examining ethical product marketing and its effect on consumer trust for a green food company in Abuja. The results are specific to this context and may not extend to other industries or regions.
Definitions of terms:
Ethical Product Marketing: Marketing practices that emphasize transparency, fairness, and social responsibility in promoting products.
Consumer Trust: The confidence consumers have in a brand’s integrity and reliability.
Green Food Company: A business that produces and markets food products with a focus on sustainability and ethical practices.
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Chapter One: Introduction
