An evaluation of sustainable marketing practices on market competitiveness: Evidence from an eco-friendly brand in Kano.
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- NGN 5000
Background of the study:
Sustainable marketing practices have emerged as a crucial factor in determining market competitiveness, especially among eco-friendly brands that target a growing segment of environmentally conscious consumers (Ijeoma, 2023). In Kano, where consumer awareness about sustainability is rising, eco-friendly brands are leveraging sustainable marketing to differentiate themselves from conventional competitors. This study evaluates how sustainable marketing practices influence the competitive positioning of an eco-friendly brand. By integrating environmental sustainability into product development, marketing communications, and operational processes, the brand seeks to establish a distinct market identity that resonates with ethical consumers (Babatunde, 2024). The study explores the role of sustainability in driving innovation, consumer engagement, and market share growth. It also examines the challenges and opportunities associated with adopting sustainable practices in a traditionally competitive market environment (Fatimah, 2023). Furthermore, the research analyzes consumer responses and the long-term effects of sustainable marketing on brand reputation and market performance, providing insights into best practices that can enhance market competitiveness (Chukwu, 2024).
Statement of the problem:
Despite the increasing adoption of sustainable marketing practices, there is limited understanding of how these initiatives directly contribute to market competitiveness for eco-friendly brands in Kano. Companies struggle to quantify the benefits of sustainability in terms of market share and consumer loyalty (Musa, 2023). The lack of standardized metrics and varying consumer perceptions further complicate the assessment of competitive advantage derived from sustainable practices. This study addresses these challenges by examining the specific components of sustainable marketing that drive market competitiveness and identifying potential barriers to effective implementation (Amin, 2024).
Objectives of the study:
To evaluate the impact of sustainable marketing practices on market competitiveness for an eco-friendly brand in Kano.
To identify key drivers of consumer engagement related to sustainability.
To propose strategic recommendations for enhancing market performance through sustainable practices.
Research questions::
How do sustainable marketing practices affect the market competitiveness of an eco-friendly brand?
What are the key drivers of consumer engagement with sustainable marketing initiatives?
How can eco-friendly brands optimize their sustainable marketing strategies for better market performance?
Significance of the study
This study is significant as it provides eco-friendly brands with evidence-based insights into the role of sustainable marketing in enhancing market competitiveness. It offers practical recommendations for improving consumer engagement and competitive positioning, thereby contributing to a more sustainable business model in the industry (Olabisi, 2024).
Scope and limitations of the study
The study is limited to evaluating sustainable marketing practices of an eco-friendly brand in Kano, Nigeria, and their impact on market competitiveness. It does not consider other industries or alternative marketing strategies.
Definitions of terms
Sustainable marketing: Marketing practices that emphasize long-term environmental and social responsibility.
Market competitiveness: The ability of a company to maintain and enhance its position within the market.
Eco-friendly brand: A brand that prioritizes environmental sustainability in its products and practices.
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