An exploration of sustainable advertising practices on consumer behavior: A case study of an eco-friendly brand in Abuja, Nigeria
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Background of the study
Sustainable advertising practices integrate environmental and ethical messages into promotional content, influencing consumer behavior by aligning with their values. This study explores how an eco-friendly brand in Abuja, Nigeria, employs sustainable advertising to impact consumer attitudes and purchasing decisions (Okoro, 2023). By highlighting benefits such as reduced environmental impact, sustainable production methods, and corporate responsibility, the brand aims to build trust and encourage ethical consumption. The research examines various advertising channels including social media, online videos, and print media to evaluate how effectively these messages resonate with consumers. Additionally, the study considers the role of transparency and authenticity in sustainable advertising and how these factors affect consumer behavior. Challenges such as greenwashing and message dilution are also analyzed. Using a mixed-method approach, the study provides insights into the mechanisms through which sustainable advertising can drive behavioral change and promote eco-friendly choices (Adeniyi, 2024; Ibrahim, 2025).
Statement of the problem
Although sustainable advertising holds promise for influencing consumer behavior, many eco-friendly brands in Abuja struggle to implement these practices effectively. Inconsistencies in messaging, potential perceptions of greenwashing, and a lack of clear benefits can lead to reduced consumer engagement and lower sales. These challenges undermine the potential of sustainable advertising to drive meaningful behavioral change. This study aims to address these issues by exploring how sustainable advertising practices influence consumer behavior and identifying key factors that contribute to success, thereby offering recommendations for improvement (Okoro, 2023; Adeniyi, 2024).
Objectives of the Study
To explore the impact of sustainable advertising on consumer behavior.
To identify key factors that contribute to effective sustainable advertising.
To recommend strategies for optimizing sustainable advertising practices.
Research Questions
How do sustainable advertising practices affect consumer behavior for an eco-friendly brand in Abuja?
What challenges do brands face when implementing sustainable advertising?
How can eco-friendly brands optimize their advertising to influence consumer behavior?
Significance of the study
This study is significant as it provides insights into the role of sustainable advertising in shaping consumer behavior. The findings will help eco-friendly brands in Abuja refine their advertising strategies to build consumer trust and drive eco-conscious purchasing decisions. The research contributes to sustainable marketing literature and offers practical recommendations for enhancing advertising effectiveness (Ibrahim, 2025).
Scope and limitations of the study
The study is limited to an eco-friendly brand in Abuja, Nigeria, focusing exclusively on sustainable advertising practices. It does not extend to other industries or regions.
Definitions of terms
Sustainable Advertising: Advertising practices that emphasize environmental and ethical benefits.
Consumer Behavior: The process by which consumers make purchasing decisions influenced by marketing messages.
Eco-Friendly Brand: A company that markets products designed to minimize environmental impact.
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