An appraisal of sustainable marketing initiatives on consumer trust: A case study of a fashion brand in Kano, Nigeria.
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Background of the study:
Sustainable marketing initiatives have gained traction as consumers increasingly prioritize ethical and environmentally friendly practices in their purchasing decisions (Aminat, 2023). In Kano, Nigeria, the fashion industry is at the forefront of this movement, with brands adopting sustainable practices to build consumer trust and differentiate themselves in a competitive market (Suleiman, 2024). This study appraises the impact of sustainable marketing on consumer trust, specifically through the lens of a prominent fashion brand in Kano. By integrating sustainable production methods, transparent supply chains, and ethical labor practices, the brand aims to foster a deep sense of trust among its clientele (Kadiri, 2023). The study discusses how sustainability transcends traditional marketing approaches by embedding corporate ethics into every facet of the brand’s operations. It further explores the role of digital media in promoting sustainability narratives and engaging with consumers on issues related to environmental conservation and social justice (Abdul, 2024). Through this comprehensive examination, the research aims to determine whether sustainable marketing initiatives can indeed cultivate lasting consumer trust and drive long-term brand loyalty in the evolving fashion landscape (Yakubu, 2023).
Statement of the problem:
Despite growing consumer awareness, fashion brands in Kano often face challenges in converting sustainable marketing initiatives into genuine consumer trust. Skepticism remains prevalent due to instances of greenwashing and inconsistent sustainable practices (Fatima, 2023). This study aims to address the gap between the intended outcomes of sustainable marketing and its actual impact on consumer trust. Additionally, there is limited data on the effectiveness of these initiatives in fostering long-term brand loyalty. Uncertainty about the authenticity and consistency of sustainability claims further undermines consumer confidence, making it imperative to identify critical success factors that can bridge this gap (Bello, 2024).
Objectives of the study:
To evaluate the impact of sustainable marketing initiatives on consumer trust for a fashion brand in Kano.
To identify the factors that enhance or diminish trust in sustainable practices.
To propose strategies for improving the authenticity of sustainability claims.
Research questions::
How do sustainable marketing initiatives affect consumer trust in the fashion industry?
What are the critical factors that influence trust in sustainable practices?
How can fashion brands enhance the authenticity of their sustainability claims?
Significance of the study
This study offers valuable insights for fashion brands seeking to integrate sustainable practices into their marketing strategies. It provides a framework for understanding how sustainability influences consumer trust and offers recommendations for improving authenticity. The findings are expected to contribute to a more transparent and ethical fashion industry (Zainab, 2024).
Scope and limitations of the study
The study is limited to a single fashion brand in Kano, Nigeria, focusing solely on the impact of sustainable marketing initiatives on consumer trust. It does not consider other factors influencing consumer behavior outside sustainability.
Definitions of terms
Sustainable marketing: Marketing practices that emphasize environmental and social responsibility.
Consumer trust: The confidence consumers have in a brand’s claims and practices.
Fashion brand: A company involved in designing, manufacturing, and selling apparel and accessories.
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