An investigation of sustainable advertising on market performance: A study of a renewable energy campaign in Kaduna, Nigeria
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Background of the study
Sustainable advertising is a strategy that promotes products or services by emphasizing their positive environmental impacts and sustainable benefits. In Kaduna, a renewable energy campaign has been implemented to raise awareness about clean energy solutions and encourage consumer adoption of renewable technologies (Olawale, 2023). This campaign utilizes various advertising channels, including digital media, print, and outdoor advertising, to communicate its message of sustainability and innovation. The sustainable advertising approach aims to differentiate the renewable energy provider from competitors by highlighting cost savings, reduced environmental footprint, and long-term benefits (Ibrahim, 2024). Prior studies suggest that sustainable advertising can positively influence market performance by attracting eco-conscious consumers and fostering brand trust (Adeniyi, 2025). However, there remains a need for detailed analysis of how these advertising strategies translate into measurable market performance improvements. This study examines the effectiveness of sustainable advertising on market performance by analyzing key performance indicators such as sales growth, customer acquisition, and brand equity within the renewable energy sector.
Statement of the problem
Although renewable energy campaigns employ sustainable advertising, its direct impact on market performance in Kaduna remains uncertain. The challenge lies in quantifying the relationship between advertising messages and tangible market outcomes such as increased sales and enhanced brand equity (Olawale, 2023). Additionally, consumer response to sustainable advertising may be influenced by external factors such as economic conditions and market competition (Ibrahim, 2024). This ambiguity makes it difficult for renewable energy providers to justify investments in sustainable advertising. The study aims to address these issues by evaluating the effectiveness of sustainable advertising strategies on market performance, offering evidence-based recommendations for optimizing advertising investments (Adeniyi, 2025).
Objectives of the study:
To assess the impact of sustainable advertising on market performance.
To identify key performance indicators influenced by sustainable advertising.
To recommend strategies for optimizing advertising campaigns in the renewable energy sector.
Research questions:
How does sustainable advertising influence market performance in the renewable energy sector?
What key performance indicators are affected by sustainable advertising?
How can renewable energy campaigns optimize their advertising strategies to improve market performance?
Significance of the study
This study is significant as it investigates the direct impact of sustainable advertising on market performance in the renewable energy sector. The findings will help renewable energy providers in Kaduna develop more effective advertising strategies that drive tangible market outcomes such as increased sales and improved brand equity. By linking sustainable advertising to performance metrics, the research contributes to both academic literature and practical marketing strategies (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to examining sustainable advertising and its effect on market performance for a renewable energy campaign in Kaduna, Nigeria. Results may not be generalizable to other industries or regions.
Definitions of terms:
Sustainable Advertising: Advertising strategies that emphasize the environmental benefits and sustainability of products or services.
Market Performance: The measurable outcomes of marketing efforts, including sales growth, market share, and brand equity.
Renewable Energy Campaign: A marketing initiative aimed at promoting clean and sustainable energy solutions.
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