THE EFFECT OF SUSTAINABLE MARKETING PRACTICES ON BRAND IMAGE: A STUDY OF AN ECO-FRIENDLY PRODUCT IN ABUJA.
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Background of the study:
Sustainable marketing practices, which focus on environmental and social responsibility, have become increasingly important in shaping brand image. In Abuja, eco-friendly product companies are adopting sustainable marketing to communicate their commitment to sustainability and ethical practices (Chinwe, 2023). These practices include the use of green messaging, eco-friendly packaging, and corporate social responsibility initiatives that resonate with environmentally conscious consumers. Sustainable marketing not only enhances brand reputation but also differentiates products in a competitive market by appealing to a growing segment of consumers who prioritize sustainability. However, challenges such as greenwashing, high production costs, and consumer skepticism can undermine these efforts. This study investigates the impact of sustainable marketing on brand image, exploring how authentic eco-friendly practices influence consumer perceptions and drive brand loyalty. The research aims to provide actionable recommendations for eco-friendly product companies to strengthen their sustainable marketing strategies and improve overall brand credibility (Ibrahim, 2024).
Statement of the problem:
Although sustainable marketing practices can enhance brand image, eco-friendly product companies in Abuja face challenges in effectively communicating their sustainability efforts. Instances of perceived greenwashing, high marketing costs, and consumer skepticism often lead to diminished brand trust (Chinwe, 2023). These issues hinder the ability of companies to capitalize on sustainability as a competitive advantage, necessitating a thorough evaluation of sustainable marketing practices to develop more transparent and effective strategies (Ibrahim, 2024).
Objectives of the study:
To assess the impact of sustainable marketing practices on brand image.
To identify challenges in implementing authentic sustainable marketing.
To propose strategies for improving the credibility of sustainability efforts.
Research questions:
How do sustainable marketing practices affect consumer perceptions of brand image?
What challenges hinder effective sustainable marketing?
What measures can improve the authenticity of sustainable marketing campaigns?
Significance of the study:
This study is significant as it provides insights into leveraging sustainable marketing to enhance brand image. The findings will help eco-friendly product companies in Abuja build trust, differentiate their brands, and secure long-term consumer loyalty by adopting transparent and effective sustainable practices (Ibrahim, 2024).
Scope and limitations of the study:
The study is limited to an eco-friendly product in Abuja, Nigeria, focusing exclusively on sustainable marketing practices and brand image.
Definitions of terms:
Sustainable Marketing: Marketing strategies that emphasize environmental and social responsibility.
Brand Image: The public perception and reputation of a brand.
Eco-friendly Product: A product designed with environmental sustainability in mind.
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