The influence of sustainable marketing practices on consumer behavior: A study of an eco-friendly product in Port Harcourt, Nigeria
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Background of the study
Sustainable marketing practices emphasize environmental responsibility and ethical production, influencing consumer behavior and preferences. This study investigates how sustainable marketing strategies impact consumer behavior for an eco-friendly product in Port Harcourt (Okoro, 2023). By highlighting eco-friendly materials, ethical sourcing, and environmental benefits, sustainable marketing appeals to increasingly conscious consumers. In Port Harcourt, where awareness of environmental issues is growing, these practices can drive consumer choices and foster brand loyalty. The study reviews various sustainable marketing approaches—such as green advertising, eco-labeling, and sustainability reporting—and their effects on purchase decisions and brand perception (Adebayo, 2024). It also examines potential challenges, including consumer skepticism and the higher costs associated with sustainable production. By integrating empirical evidence and theoretical insights, the research aims to provide a comprehensive evaluation of how sustainable marketing influences consumer behavior and to identify strategies that can enhance the market performance of eco-friendly products (Ibrahim, 2025).
Statement of the problem
Despite the potential of sustainable marketing practices, many eco-friendly products in Port Harcourt face challenges in influencing consumer behavior. Issues such as perceived higher costs, insufficient consumer education, and skepticism about sustainability claims reduce the effectiveness of these strategies. This study addresses the need to investigate how sustainable marketing impacts consumer choices and to identify barriers that hinder widespread adoption of eco-friendly products. By clarifying these challenges, the research aims to propose measures that improve consumer acceptance and drive positive environmental impact (Okoro, 2023; Adebayo, 2024).
Objectives of the Study
To assess the impact of sustainable marketing practices on consumer behavior.
To identify challenges in promoting eco-friendly products.
To recommend strategies for enhancing sustainable marketing to drive consumer adoption.
Research Questions
How do sustainable marketing practices influence consumer behavior in Port Harcourt?
What challenges affect the acceptance of eco-friendly products?
How can sustainable marketing strategies be improved to drive consumer behavior?
Significance of the study
This study is significant as it provides insights into the effectiveness of sustainable marketing in shaping consumer behavior. The findings will help eco-friendly brands in Port Harcourt refine their marketing approaches, thereby increasing consumer adoption and fostering long-term brand loyalty. The research contributes to sustainable business practices and environmental marketing literature (Ibrahim, 2025).
Scope and limitations of the study
The study is limited to an eco-friendly product in Port Harcourt, Nigeria, and does not extend to other product categories or regions.
Definitions of terms
Sustainable Marketing Practices: Marketing strategies that emphasize environmental responsibility and ethical practices.
Consumer Behavior: The decision-making process and actions of consumers regarding product purchases.
Eco-Friendly Product: A product designed to minimize environmental impact through sustainable practices.
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