The effect of ethical advertising on consumer purchase behavior during economic uncertainty: Evidence from a tech startup in Lagos, Nigeria.
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Background of the study
During economic uncertainty, consumer behavior becomes more cautious, making ethical advertising a critical factor in influencing purchase decisions. Tech startups in Lagos are leveraging ethical advertising practices—characterized by transparency, accurate product claims, and a commitment to social responsibility—to differentiate themselves in a competitive environment (Okafor, 2023). Ethical advertising not only builds trust but also provides consumers with the assurance that the company is committed to integrity, even in challenging economic times (Ibrahim, 2024). This is particularly important for tech startups, which rely on consumer confidence to drive early adoption and build market share. However, there are challenges in maintaining high ethical standards while competing with larger, more established players. This study examines how ethical advertising influences consumer purchase behavior during economic uncertainty, focusing on a tech startup in Lagos. It seeks to identify the mechanisms by which ethical advertising fosters trust and drives purchase decisions, providing recommendations to enhance ethical marketing practices that support business growth in turbulent economic conditions (Adebayo, 2025).
Statement of the problem
Tech startups in Lagos face significant challenges in building consumer trust during economic uncertainty. When advertising practices fall short of ethical standards, consumers may doubt the authenticity of product claims, leading to lower purchase intentions (Okafor, 2023). The gap between ethical promises and actual performance can erode trust, which is crucial for startups seeking market penetration. This problem is compounded by the competitive pressures in the tech industry, where larger companies often set high benchmarks for ethical behavior. The study aims to investigate the impact of ethical advertising on consumer purchase behavior in such conditions and to identify strategies that tech startups can implement to maintain consumer trust and drive sales (Ibrahim, 2024; Adebayo, 2025).
Objectives of the Study
To evaluate the effect of ethical advertising on consumer purchase behavior.
To analyze the role of ethical standards in building consumer trust.
To propose strategies for enhancing ethical advertising in tech startups.
Research Questions
How does ethical advertising influence consumer purchase behavior during economic uncertainty?
What factors mediate the relationship between ethical advertising and consumer trust?
What strategies can tech startups use to enhance ethical advertising?
Significance of the study
This study is significant as it explores the impact of ethical advertising on consumer purchase behavior in the tech sector during economic uncertainty. The findings will help tech startups in Lagos adopt more effective ethical marketing strategies, thereby strengthening consumer trust and boosting sales (Okafor, 2023; Ibrahim, 2024). The recommendations will guide startups in building robust ethical frameworks that support sustainable business growth in challenging economic climates (Adebayo, 2025).
Scope and limitations of the study
The study is limited to a tech startup in Lagos and focuses on the effect of ethical advertising on consumer purchase behavior during economic uncertainty. It does not extend to other sectors or marketing approaches.
Definitions of terms
Ethical advertising: Marketing practices characterized by honesty, transparency, and social responsibility.
Consumer purchase behavior: The process by which consumers decide to buy a product.
Tech startup: A newly established company in the technology sector.
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