The effect of corporate sustainability on consumer behavior: A study of a renewable energy provider in Kaduna
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Background of the study
Corporate sustainability refers to the integration of sustainable practices into a company’s operations and strategy, aiming to achieve long-term social, environmental, and economic benefits. In Kaduna, a renewable energy provider has embraced corporate sustainability by implementing eco-friendly practices, reducing carbon emissions, and investing in community development projects (Ogun, 2023). These initiatives are not only environmentally beneficial but also serve as key differentiators in a competitive market. The renewable energy provider’s sustainability efforts are communicated through various channels, influencing consumer behavior by building trust, enhancing brand reputation, and promoting a positive image (Ibrahim, 2024). Research indicates that consumers are more likely to support companies that demonstrate a genuine commitment to sustainability, which in turn influences purchasing decisions and loyalty (Adeniran, 2025). However, there is limited evidence on how corporate sustainability directly affects consumer behavior in the renewable energy sector. This study examines the relationship between corporate sustainability initiatives and consumer behavior, focusing on aspects such as purchase intent, brand preference, and overall consumer engagement.
Statement of the problem
Although renewable energy providers invest in corporate sustainability, the direct impact of these initiatives on consumer behavior remains unclear. Consumers in Kaduna may appreciate sustainable practices, yet the extent to which these efforts influence purchase decisions and brand loyalty is not well documented (Ogun, 2023). Factors such as inconsistent messaging, external market conditions, and consumer skepticism may reduce the potential benefits of sustainability initiatives (Ibrahim, 2024). This study aims to address these uncertainties by exploring the correlation between corporate sustainability and consumer behavior, providing insights into how sustainability practices can drive positive consumer responses and enhance overall brand performance (Adeniran, 2025).
Objectives of the study:
To examine the impact of corporate sustainability on consumer behavior.
To identify key sustainability initiatives that influence purchase decisions.
To recommend strategies for enhancing consumer engagement through sustainability practices.
Research questions:
How do corporate sustainability initiatives influence consumer behavior in the renewable energy sector?
What sustainability practices are most effective in driving purchase decisions?
How can renewable energy providers optimize their sustainability efforts to enhance consumer loyalty?
Significance of the study
This study is significant as it explores the role of corporate sustainability in shaping consumer behavior within the renewable energy sector. The findings will provide valuable insights for companies aiming to leverage sustainability as a competitive advantage, ultimately fostering increased consumer trust and loyalty. By linking sustainability practices to consumer outcomes, the research offers practical recommendations for improving marketing strategies and enhancing overall brand performance (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to examining corporate sustainability and its impact on consumer behavior for a renewable energy provider in Kaduna. The results are specific to this industry and geographic region.
Definitions of terms:
Corporate Sustainability: The integration of sustainable practices into business operations aimed at long-term social, environmental, and economic benefits.
Consumer Behavior: The decision-making process and actions of consumers in response to marketing initiatives.
Renewable Energy Provider: A company that produces energy through sustainable, non-fossil fuel sources.
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