An exploration of sustainable advertising on consumer engagement: Evidence from an organic food retailer in Port Harcourt, Nigeria
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- NGN 5000
Background of the study
Sustainable advertising has emerged as a vital approach for businesses seeking to connect with eco-conscious consumers. In Port Harcourt, Nigeria, organic food retailers are increasingly adopting sustainable advertising practices to highlight their commitment to environmental stewardship and health-conscious lifestyles. Sustainable advertising emphasizes messages that promote environmental responsibility, ethical sourcing, and the benefits of organic consumption (Chinwe, 2023). As consumers become more informed about the environmental impact of their purchasing decisions, sustainable advertising plays a crucial role in shaping their perceptions and engagement with brands. The organic food sector, in particular, benefits from advertising that underscores transparency and sustainability. Recent research indicates that such advertising can lead to higher consumer engagement, increased trust, and a stronger overall brand image (Nneka, 2024). However, challenges remain in ensuring that sustainable advertising is not perceived as mere greenwashing, but as a genuine reflection of a brand’s practices. This study explores the effectiveness of sustainable advertising strategies in engaging consumers, examining how organic food retailers can leverage these practices to foster a loyal customer base and enhance market competitiveness (Ike, 2025).
Statement of the problem
Organic food retailers in Port Harcourt face the challenge of distinguishing authentic sustainable advertising from superficial greenwashing. Consumers are increasingly critical of brands that fail to deliver on their sustainable promises, which can undermine trust and engagement. The central problem is that despite the potential benefits of sustainable advertising, there remains a lack of clear evidence on its effectiveness in driving consumer engagement within the organic food market. Additionally, retailers struggle to balance compelling advertising messages with transparent communication about their sustainable practices. This ambiguity creates barriers to achieving the desired consumer response and long-term loyalty (Ebele, 2023). Consequently, there is a need for rigorous analysis to determine which sustainable advertising strategies are most effective in truly engaging consumers and reinforcing a brand’s commitment to sustainability (Uzo, 2024).
Objectives of the Study:
To examine the impact of sustainable advertising on consumer engagement.
To identify the key elements of sustainable advertising that resonate with consumers.
To assess how sustainable advertising influences consumer trust and loyalty.
Research Questions:
How does sustainable advertising influence consumer engagement for organic food retailers in Port Harcourt?
What key elements of sustainable advertising are most effective in engaging consumers?
In what ways does sustainable advertising enhance consumer trust and loyalty?
Significance of the study:
This study is significant as it elucidates the role of sustainable advertising in building strong consumer relationships. The findings can help organic food retailers refine their advertising strategies, increase engagement, and promote sustainable consumption habits, thereby benefiting both business performance and environmental outcomes.
Scope and Limitations of the Study:
This study is limited to examining sustainable advertising and its impact on consumer engagement for an organic food retailer in Port Harcourt. It does not extend to other product categories or regions, and findings may be influenced by local market dynamics.
Definitions of Terms:
Sustainable Advertising: Advertising practices that focus on promoting environmental responsibility and ethical consumption.
Consumer Engagement: The involvement and interaction of consumers with a brand through various communication channels.
Organic Food Retailer: A retailer that sells food products produced without synthetic chemicals and emphasizes natural production methods.
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