A comparative study of sustainable marketing communications on consumer trust: A case study of an organic food retailer in Port Harcourt, Nigeria
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Background of the study
Sustainable marketing communications are emerging as a vital strategy for building consumer trust by emphasizing environmental responsibility and ethical practices. This study compares various sustainable marketing communication approaches employed by an organic food retailer in Port Harcourt, Nigeria, to determine their influence on consumer trust. By leveraging eco-friendly messaging, transparent sustainability claims, and engaging visual content, brands can create a strong, credible identity that appeals to environmentally conscious consumers (Okoro, 2023). The organic food sector benefits from such communications by reinforcing the quality and authenticity of its products while differentiating itself from conventional retailers. Furthermore, sustainable messaging not only enhances consumer perceptions but also fosters long-term loyalty. However, challenges such as potential consumer skepticism and higher marketing costs remain. The study reviews multiple communication channels—including social media, websites, and in-store promotions—to identify the most effective practices. By comparing different strategies, this research provides valuable insights into optimizing sustainable marketing communications, thereby enhancing consumer trust and competitive positioning in a growing market (Adeniyi, 2024; Ibrahim, 2025).
Statement of the problem
Despite the growing importance of sustainability, many organic food retailers in Port Harcourt experience difficulties in converting sustainable marketing communications into higher consumer trust. Inconsistencies in messaging, ambiguous sustainability claims, and a lack of measurable impact often lead to consumer skepticism. These challenges prevent retailers from fully capitalizing on their sustainable initiatives, resulting in lower trust and engagement. This study seeks to address these issues by comparing various sustainable communication strategies to determine which approaches most effectively build consumer trust and drive loyalty in the organic food sector (Okoro, 2023; Adeniyi, 2024).
Objectives of the Study
To compare different sustainable marketing communication strategies used by the organic food retailer.
To evaluate the impact of these strategies on consumer trust.
To recommend best practices for optimizing sustainable communications.
Research Questions
How do different sustainable marketing communications affect consumer trust?
Which communication channels are most effective in conveying sustainability?
How can the organic food retailer optimize its sustainable messaging?
Significance of the study
This study is significant as it offers comparative insights into how sustainable marketing communications enhance consumer trust in the organic food sector. The findings will assist retailers in Port Harcourt in refining their messaging to build stronger relationships with eco-conscious consumers, thereby increasing loyalty and market competitiveness. The research contributes to sustainable marketing literature by providing evidence-based recommendations for effective communication strategies (Ibrahim, 2025).
Scope and limitations of the study
The study is limited to examining sustainable marketing communications of a single organic food retailer in Port Harcourt, Nigeria. It does not extend to other industries or geographic regions.
Definitions of terms
Sustainable Marketing Communications: Strategies that promote a brand’s environmental and ethical practices.
Consumer Trust: The confidence consumers have in a brand’s reliability and honesty.
Organic Food Retailer: A business specializing in the sale of food produced without synthetic chemicals.
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