The influence of sustainable marketing practices on customer engagement: Evidence from an eco-friendly product in Port Harcourt, Nigeria
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- NGN 5000
Background of the study
Sustainable marketing practices have increasingly become pivotal in the modern business environment, particularly in emerging markets where environmental consciousness is on the rise. In Port Harcourt, Nigeria, the adoption of eco-friendly products is steadily gaining traction as businesses strive to align their marketing strategies with sustainable development goals. Companies are now integrating green practices into their marketing mix to not only minimize environmental impact but also enhance customer engagement and loyalty (Okafor, 2023). This approach involves using sustainable packaging, promoting energy efficiency, and engaging in ethical advertising to appeal to environmentally aware consumers. Recent studies indicate that customers show higher levels of trust and engagement when brands adopt green initiatives, which in turn can boost overall brand reputation and sales performance (Adebayo, 2024). Despite these promising trends, there remains a gap in empirical research specifically addressing how these sustainable practices influence customer behaviors within the local context of Port Harcourt. This study seeks to bridge that gap by investigating the correlation between eco-friendly marketing strategies and customer engagement, examining both direct and indirect effects on consumer perceptions and purchase decisions. The discussion extends to the broader implications of sustainable marketing for long-term brand loyalty and competitive advantage. Emerging evidence suggests that sustainable marketing not only improves environmental outcomes but also strengthens the socio-economic fabric of the community by promoting responsible consumerism (Ibrahim, 2025). This study, therefore, contributes to a deeper understanding of how sustainable marketing can be leveraged to drive customer engagement in a developing urban setting.
Statement of the problem
Despite increasing interest in sustainability, many eco-friendly products in Port Harcourt struggle to achieve the expected levels of customer engagement. There is insufficient research on the impact of sustainable marketing practices on consumer behavior in this region. Marketers face challenges in effectively communicating the environmental benefits of their products, often resulting in a disconnect between the product’s green credentials and customer perceptions. Furthermore, the local market is influenced by socio-economic factors and cultural perceptions that may hinder the successful implementation of sustainable marketing initiatives (Chukwu, 2023). This gap in understanding leads to inconsistent strategies that fail to maximize customer engagement and loyalty. The lack of empirical evidence in this context hinders businesses from optimizing their marketing mix, and ultimately, the broader potential of eco-friendly products remains underexploited. Addressing these issues is critical for developing effective marketing strategies that resonate with local consumers while contributing to environmental sustainability (Uche, 2024).
Objectives of the Study:
To assess the impact of sustainable marketing practices on customer engagement.
To examine the relationship between eco-friendly product promotion and consumer trust.
To identify key factors that drive customer loyalty in an eco-friendly context.
Research Questions:
How do sustainable marketing practices influence customer engagement in Port Harcourt?
What role does eco-friendly product promotion play in building consumer trust?
Which factors most significantly drive customer loyalty among eco-conscious consumers?
Significance of the study:
This study is significant as it provides insights into the practical benefits of sustainable marketing practices for local businesses. It guides marketers in aligning environmental initiatives with customer engagement strategies and informs policy-making to foster green business practices. The findings may contribute to enhanced brand loyalty and competitive advantage while promoting sustainable development.
Scope and Limitations of the Study:
This study is limited to investigating sustainable marketing practices and their influence on customer engagement for an eco-friendly product in Port Harcourt. It does not extend to other industries or geographical areas, and findings may be influenced by local socio-economic factors.
Definitions of Terms:
Sustainable Marketing: Strategies that promote products in ways that emphasize environmental stewardship and social responsibility.
Customer Engagement: The degree of involvement and interaction between a customer and a brand.
Eco-friendly Product: A product designed with minimal environmental impact throughout its lifecycle.
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