A review of green advertising strategies on consumer engagement: A case study of an organic product in Lagos, Nigeria
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- NGN 5000
Background of the study
Green advertising strategies focus on highlighting the environmental benefits of products and services, aiming to capture the attention of eco-conscious consumers. This study reviews the green advertising strategies employed for an organic product in Lagos, Nigeria, and their effect on consumer engagement (Afolabi, 2023). By emphasizing natural ingredients, sustainable production processes, and eco-friendly certifications, green advertising can create a compelling narrative that resonates with consumers. In Lagos, where consumer awareness about environmental issues is rising, such strategies can differentiate products and foster active engagement. The study examines various advertising channels, including digital media, print, and outdoor advertising, to evaluate their effectiveness in driving consumer interaction. It also considers challenges such as potential skepticism regarding green claims and the risk of greenwashing. Through a comprehensive review of literature and case study analysis, the research aims to identify best practices for green advertising that maximize consumer engagement and support sustainable business growth (Okeke, 2024; Ibrahim, 2025).
Statement of the problem
Despite growing consumer interest in sustainable products, many organic brands in Lagos struggle to effectively engage consumers through green advertising. Inadequate communication of eco-friendly benefits, inconsistent messaging, and potential consumer skepticism about green claims can limit engagement levels. This study seeks to address these challenges by reviewing current green advertising strategies and evaluating their impact on consumer engagement, aiming to provide actionable recommendations for improvement (Afolabi, 2023; Okeke, 2024).
Objectives of the Study
To review the green advertising strategies used for an organic product.
To assess their impact on consumer engagement.
To recommend best practices for improving green advertising effectiveness.
Research Questions
How do green advertising strategies affect consumer engagement for an organic product in Lagos?
What are the key challenges in implementing effective green advertising?
How can organic brands optimize their green advertising strategies?
Significance of the study
This study is significant as it provides insights into the effectiveness of green advertising in driving consumer engagement. The findings will help organic brands in Lagos refine their advertising strategies to better communicate environmental benefits and build stronger consumer relationships. The research contributes to sustainable marketing literature by offering practical recommendations for optimizing green advertising (Ibrahim, 2025).
Scope and limitations of the study
The study is limited to an organic product in Lagos, Nigeria, and focuses exclusively on green advertising strategies. It does not extend to other product categories or regions.
Definitions of terms
Green Advertising Strategies: Marketing practices that emphasize a product’s environmental and sustainable attributes.
Consumer Engagement: The level of interaction and participation of consumers with advertising content.
Organic Product: A product produced without synthetic chemicals, emphasizing natural ingredients and sustainable practices.
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