An assessment of environmental impact marketing on brand equity: A case study of a sustainable technology firm in Lagos
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Background of the study
Environmental impact marketing involves communicating the positive environmental effects of a company’s products and practices to enhance brand equity. In Lagos, a sustainable technology firm has integrated environmental impact marketing into its branding strategy by emphasizing its commitment to reducing carbon emissions, utilizing renewable energy, and adopting eco-friendly manufacturing processes (Adeniyi, 2023). These marketing efforts are designed to build a robust brand image and foster consumer trust by showcasing the firm’s tangible contributions to environmental sustainability (Okafor, 2024). As consumers become more environmentally aware, brands that transparently communicate their impact are more likely to achieve higher brand equity and competitive differentiation (Umeh, 2025). However, there remains a need for empirical evidence to validate the effectiveness of environmental impact marketing in enhancing brand equity. This study examines the relationship between environmental impact marketing and brand equity for a sustainable technology firm, analyzing factors such as consumer perceptions, media representation, and overall brand strength.
Statement of the problem
Although sustainable technology firms invest in environmental impact marketing, its direct effect on brand equity is not well understood. In Lagos, consumers may appreciate eco-friendly initiatives, yet the extent to which these initiatives enhance overall brand equity is ambiguous (Adeniyi, 2023). Inconsistent messaging and external competitive pressures may dilute the perceived environmental impact, undermining the potential benefits (Okafor, 2024). This study aims to address these challenges by exploring the correlation between environmental impact marketing and brand equity, providing insights into whether such strategies can effectively enhance consumer perceptions and contribute to a stronger brand identity (Umeh, 2025).
Objectives of the study:
To assess the impact of environmental impact marketing on brand equity.
To identify the key elements that enhance consumer perceptions of environmental impact.
To recommend strategies for improving environmental marketing to boost brand equity.
Research questions:
How does environmental impact marketing affect brand equity in a sustainable technology firm?
Which elements of environmental marketing are most effective in enhancing brand perception?
How can sustainable technology firms optimize their marketing strategies to improve brand equity?
Significance of the study
This study is significant as it examines the influence of environmental impact marketing on brand equity within the sustainable technology sector. Its findings will offer practical insights for companies aiming to enhance their brand image through transparent environmental practices. By establishing a link between environmental messaging and brand strength, the research contributes to academic literature and offers actionable recommendations for improving marketing strategies in competitive markets (Okafor, 2024).
Scope and limitations of the study:
The study is limited to assessing environmental impact marketing and its effect on brand equity for a sustainable technology firm in Lagos, Nigeria. Findings may not be applicable to other industries or regions.
Definitions of terms:
Environmental Impact Marketing: The communication of a company’s positive environmental contributions to enhance its brand image.
Brand Equity: The value and strength of a brand as perceived by consumers.
Sustainable Technology Firm: A company that develops technology solutions with a strong focus on environmental sustainability.
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