An evaluation of cause marketing strategies on consumer loyalty: A study of an eco-friendly product in Port Harcourt, Nigeria.
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Background of the study:
Cause marketing strategies that align with environmental concerns have gained prominence in recent years, particularly in urban centers like Port Harcourt (Eze, 2023). The eco-friendly product sector is witnessing significant growth as consumers increasingly favor brands that champion sustainable practices and environmental stewardship. This study evaluates the role of cause marketing strategies in building consumer loyalty among environmentally conscious consumers (Ogbonna, 2024). The analysis highlights the importance of integrating eco-friendly initiatives with marketing communications to enhance brand credibility and consumer trust (Ijeoma, 2023). It discusses how leveraging environmental causes not only contributes to societal welfare but also strengthens the emotional connection between consumers and brands. Moreover, the study examines the role of digital platforms in disseminating the brand's green message and engaging consumers in dialogue about sustainability (Chukwu, 2024). By focusing on an eco-friendly product in Port Harcourt, this research seeks to understand the extent to which cause marketing can drive long-term loyalty in a market characterized by rapid environmental change and growing consumer activism (Okonkwo, 2023). The insights gathered aim to refine strategic approaches for brands committed to both profitability and ecological responsibility.
Statement of the problem:
Although eco-friendly products are increasingly popular, there is limited empirical evidence on how cause marketing strategies influence consumer loyalty in Port Harcourt. Many brands struggle to maintain consumer trust when balancing marketing initiatives with genuine environmental impact (Nnamdi, 2023). The central problem is determining whether these strategies result in sustainable loyalty or merely temporary consumer engagement. Furthermore, the mechanisms through which cause marketing fosters emotional connections and repeat purchase behavior remain underexplored (Chinonso, 2024). This study addresses the gap by examining the specific components of cause marketing that contribute to consumer retention. A lack of clear measurement tools and inconsistent consumer feedback further complicate the evaluation of these strategies, leading to uncertainty among marketers regarding optimal practices (Nonso, 2023).
Objectives of the study:
To assess the influence of cause marketing strategies on consumer loyalty for eco-friendly products in Port Harcourt.
To identify the key elements of cause marketing that drive repeat purchases.
To examine the role of digital media in enhancing consumer engagement with eco-friendly initiatives.
Research questions::
How do cause marketing strategies impact consumer loyalty in the eco-friendly product sector?
What elements of these strategies are most influential in fostering loyalty?
How does digital media contribute to the effectiveness of cause marketing in this context?
Significance of the study
The study offers vital insights for marketers in the eco-friendly sector, detailing how targeted cause marketing can build enduring consumer loyalty. It informs strategic planning by identifying the most effective practices, thereby enhancing both environmental and business outcomes. The findings serve as a foundation for future research on sustainable consumer behavior (Umeh, 2024).
Scope and limitations of the study
This research is limited to evaluating cause marketing strategies for an eco-friendly product in Port Harcourt, Nigeria. It does not consider other marketing strategies or geographic locations.
Definitions of terms
Cause marketing: Marketing strategies that link product promotion with a social or environmental cause.
Consumer loyalty: The tendency of consumers to repeatedly purchase a brand’s products.
Eco-friendly product: A product designed and produced to minimize environmental impact.
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