An examination of sustainable advertising on customer engagement: A case study of an organic food retailer in Port Harcourt.
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- NGN 5000
Background of the study:
Sustainable advertising is increasingly recognized as an essential strategy for enhancing customer engagement, particularly in industries focused on ethical consumption. In Port Harcourt, an organic food retailer has adopted sustainable advertising practices that emphasize eco-friendly production, fair trade practices, and community support. The retailer uses digital platforms, print media, and in-store promotions to communicate its commitment to sustainability (Adeniyi, 2023; Uche, 2024). These advertising efforts aim to build customer trust and encourage repeat patronage by aligning the retailer’s values with those of environmentally conscious consumers. The study examines how sustainable advertising messages influence customer engagement by analyzing interaction metrics, feedback, and sales trends. It also investigates the challenges of maintaining message consistency and authenticity in a competitive market. The research provides insights into how sustainable advertising can drive consumer behavior, strengthen customer relationships, and contribute to long-term business growth by promoting ethical consumption patterns (Chinwe, 2024).
Statement of the problem:
Despite the growing emphasis on sustainable advertising, its impact on customer engagement for organic food retailers remains unclear. Inconsistent messaging and consumer skepticism about sustainability claims may hinder the effectiveness of these advertising efforts. The lack of standardized metrics to evaluate engagement further complicates the assessment of sustainable advertising’s true impact. This study seeks to address these issues by investigating how sustainable advertising influences customer engagement, thereby enabling retailers to refine their strategies and improve market performance (Ibrahim, 2024).
Objectives of the study:
To assess the impact of sustainable advertising on customer engagement for an organic food retailer.
To evaluate consumer responses to sustainability messages in advertising.
To identify best practices for optimizing sustainable advertising strategies.
Research questions::
How does sustainable advertising affect customer engagement?
What are the consumer responses to sustainability-focused advertising?
Which strategies are most effective in driving engagement through sustainable advertising?
Significance of the study
This study provides critical insights for organic food retailers by linking sustainable advertising to enhanced customer engagement. The findings offer practical recommendations for improving advertising strategies to build stronger customer relationships and drive sales growth. The research contributes to ethical marketing literature and supports sustainable business practices (Obi, 2024).
Scope and limitations of the study
The study is limited to an organic food retailer in Port Harcourt and focuses exclusively on the impact of sustainable advertising on customer engagement.
Definitions of terms
Sustainable advertising: Advertising practices that promote environmental responsibility and ethical business practices.
Customer engagement: The level of interaction and emotional involvement consumers exhibit with a brand’s marketing efforts.
Organic food retailer: A business that sells food products produced without synthetic chemicals and emphasizes eco-friendly practices.
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