A critical analysis of green digital marketing on market competitiveness: A study of an organic cosmetics company in Kano, Nigeria
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Background of the study
Green digital marketing combines eco-friendly messaging with digital strategies to promote products that adhere to sustainable practices. This study critically analyzes how an organic cosmetics company in Kano, Nigeria, utilizes green digital marketing to enhance its market competitiveness. By emphasizing natural ingredients, sustainable production, and eco-certifications, the company aims to differentiate itself in a crowded marketplace (Afolabi, 2023). Digital channels such as social media, online advertising, and content marketing are leveraged to communicate these values to environmentally conscious consumers. The study investigates the relationship between green marketing efforts and key performance indicators, including brand perception, customer acquisition, and market share. It also examines challenges like consumer skepticism and the risk of greenwashing. Drawing on both qualitative and quantitative methods, this research aims to provide insights into best practices and potential pitfalls in implementing green digital marketing strategies for enhanced competitiveness (Okeke, 2024; Ibrahim, 2025).
Statement of the problem
Despite the increasing consumer interest in sustainability, many organic cosmetics companies in Kano face challenges in achieving competitive market positioning through green digital marketing. Inconsistent messaging and consumer skepticism regarding green claims can reduce the impact of these strategies on market performance. This study seeks to evaluate the effectiveness of green digital marketing in enhancing competitiveness and identify barriers that prevent the full realization of its benefits (Afolabi, 2023; Okeke, 2024).
Objectives of the Study
To analyze the impact of green digital marketing on market competitiveness.
To identify challenges in implementing effective green marketing strategies.
To recommend improvements for enhancing competitive advantage.
Research Questions
How does green digital marketing influence market competitiveness for the organic cosmetics company?
What are the main challenges in executing green marketing campaigns?
How can the company optimize its green digital marketing strategies?
Significance of the study
This study is significant as it provides a critical analysis of green digital marketing’s role in enhancing market competitiveness. The findings will help organic cosmetics companies in Kano refine their strategies to attract eco-conscious consumers, increase market share, and build a sustainable brand image. The research offers actionable recommendations for improving green marketing practices (Ibrahim, 2025).
Scope and limitations of the study
The study is limited to an organic cosmetics company in Kano, Nigeria, focusing solely on green digital marketing strategies. It does not extend to other industries or regions.
Definitions of terms
Green Digital Marketing: The use of digital channels to promote products based on their environmental benefits.
Market Competitiveness: A company’s ability to achieve a strong position in the market relative to its competitors.
Organic Cosmetics Company: A firm that produces beauty products using natural and sustainably sourced ingredients.
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