An inquiry into sustainable product marketing on brand differentiation: Evidence from an eco-friendly gadget in Kaduna, Nigeria
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- NGN 5000
Background of the study
Sustainable product marketing involves promoting products based on their environmental benefits and ethical production, which can create a unique market position. This study investigates how an eco-friendly gadget in Kaduna, Nigeria, leverages sustainable product marketing to achieve brand differentiation. By highlighting features such as low carbon footprint, eco-friendly materials, and sustainable production processes, the company aims to distinguish its product from competitors (Afolabi, 2023). The study examines various marketing channels—including digital media, product packaging, and point-of-sale promotions—to evaluate how sustainable messages contribute to brand identity and consumer perceptions. It also explores challenges like higher production costs and consumer skepticism. Through a mixed-method approach, the research provides insights into the relationship between sustainable marketing and brand differentiation, offering recommendations for companies seeking to strengthen their market position (Okeke, 2023; Ibrahim, 2025).
Statement of the problem
Although sustainable product marketing has the potential to enhance brand differentiation, many eco-friendly gadget manufacturers in Kaduna face challenges in communicating their sustainability effectively. Inconsistent messaging, higher costs, and consumer doubts about sustainability claims can dilute the unique selling proposition. This study seeks to identify the barriers to effective sustainable marketing and assess its impact on brand differentiation, providing strategies to overcome these challenges (Afolabi, 2023; Okeke, 2023).
Objectives of the Study
To investigate the role of sustainable product marketing in brand differentiation.
To identify challenges in conveying sustainability to consumers.
To recommend strategies for optimizing sustainable marketing efforts.
Research Questions
How does sustainable product marketing influence brand differentiation for the eco-friendly gadget?
What challenges hinder effective sustainability communication?
How can the company enhance its sustainable marketing to differentiate its brand?
Significance of the study
This study is significant as it provides insights into how sustainable marketing can be used to create a unique brand identity. The findings will help eco-friendly gadget manufacturers in Kaduna refine their marketing strategies to stand out in a competitive market and drive consumer preference. The research contributes to sustainable marketing and brand differentiation literature (Ibrahim, 2025).
Scope and limitations of the study
The study is limited to an eco-friendly gadget in Kaduna, Nigeria, and focuses solely on sustainable product marketing and brand differentiation.
Definitions of terms
Sustainable Product Marketing: Strategies that emphasize the environmental benefits and ethical production of a product.
Brand Differentiation: The process of distinguishing a brand from its competitors.
Eco-Friendly Gadget: A technology product designed and produced with environmentally sustainable practices.
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