: A review of sustainable marketing communications on market share: A case study of an organic product in Abuja, Nigeria
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Background of the study
Sustainable marketing communications represent a dynamic shift in how brands engage with consumers by emphasizing transparency, ethical practices, and environmental sustainability. In Abuja, Nigeria, organic product companies are increasingly adopting sustainable marketing communications to capture a larger market share and align with the growing demand for eco-friendly products. This approach integrates traditional marketing strategies with sustainable practices, ensuring that the product’s environmental benefits are clearly communicated to consumers (Okeke, 2023). By leveraging digital media, public relations, and content marketing, companies aim to create an authentic narrative that resonates with a socially conscious audience. Research indicates that sustainable marketing communications not only enhance brand reputation but also drive consumer behavior towards increased loyalty and higher purchase frequencies (Nnamdi, 2024). Despite these advantages, there is limited empirical evidence on how sustainable marketing communications directly influence market share, especially for organic products in Abuja. This study will review current practices, assess consumer responses, and explore the effectiveness of various communication channels in disseminating sustainability messages. The findings are expected to offer strategic insights for organic brands striving to enhance their market position while contributing to broader environmental and social goals (Chukwu, 2025).
Statement of the problem
Organic product companies in Abuja face challenges in effectively translating sustainable marketing communications into tangible market share gains. Despite substantial investments in sustainability messaging, there is often a disconnect between the intended message and consumer perception. Many companies struggle with inconsistent communication strategies and limited reach, which undermines the effectiveness of their sustainability claims (Uche, 2023). Additionally, the competitive landscape in Abuja means that even well-intentioned sustainable marketing efforts may not yield the desired increase in market share if not executed properly. This uncertainty creates difficulties in evaluating the return on investment for sustainable communications strategies. Consequently, there is an urgent need for empirical research to determine which sustainable marketing communication tactics are most effective in enhancing market share for organic products in Abuja (Ifeoma, 2024).
Objectives of the Study:
To review the impact of sustainable marketing communications on market share.
To evaluate consumer responses to sustainability messages in organic products.
To identify the key communication channels that effectively enhance market share.
Research Questions:
How do sustainable marketing communications influence market share for organic products in Abuja?
What are consumers’ perceptions of sustainability messages in organic products?
Which communication channels are most effective in enhancing market share for organic brands?
Significance of the study:
This study is significant as it provides valuable insights into the strategic use of sustainable marketing communications to boost market share. It offers practical recommendations for organic product companies, enabling them to optimize their communication strategies and align marketing efforts with consumer values to achieve competitive growth.
Scope and Limitations of the Study:
This study is limited to examining sustainable marketing communications and their influence on market share for an organic product in Abuja. It does not extend to other product categories or geographic areas, and the findings are subject to local market conditions.
Definitions of Terms:
Sustainable Marketing Communications: The integration of ethical and environmentally responsible messaging into marketing strategies.
Market Share: The percentage of an industry or market’s total sales that is earned by a particular company over a specified time period.
Organic Product: A product produced using methods that do not involve synthetic chemicals, emphasizing natural processes and sustainability.
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