An inquiry into ethical product marketing on consumer behavior: Evidence from a tech firm in Port Harcourt, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
Ethical product marketing has gained prominence as technology firms strive to build trust and long-term relationships with their customers. In Port Harcourt, Nigeria, tech firms are increasingly adopting ethical marketing practices by ensuring that their product claims are truthful, transparent, and aligned with societal values. These firms emphasize fairness, honesty, and accountability in their advertising, which is critical in an industry where rapid innovation can sometimes lead to misleading promises (Okoro, 2023). The integration of ethical standards in product marketing is seen as a strategy to differentiate tech products from competitors in a highly dynamic market. This approach not only enhances the brand’s credibility but also fosters consumer loyalty and drives positive behavioral responses among customers. Research indicates that consumers are more receptive to ethical marketing messages that address social and environmental issues, thereby influencing their purchasing decisions (Adebayo, 2024). However, the degree to which ethical product marketing influences consumer behavior within the tech sector in Port Harcourt remains underexplored. This study seeks to bridge that gap by examining the relationship between ethical marketing practices and consumer decision-making processes, considering factors such as perceived transparency, trustworthiness, and the overall impact on purchase intentions. The research will analyze empirical evidence from a leading tech firm, highlighting how ethical marketing practices can be leveraged to enhance customer satisfaction and engagement (Chukwu, 2025).
Statement of the problem
Despite growing consumer awareness, tech firms in Port Harcourt often struggle to translate ethical marketing initiatives into measurable behavioral change. There is uncertainty regarding the extent to which ethical product marketing influences consumer purchasing behavior, with some consumers remaining skeptical about the authenticity of marketing claims. This skepticism creates a barrier to achieving the desired levels of customer engagement and brand loyalty. Furthermore, existing studies on ethical marketing in the tech industry are limited in scope and fail to address the local context of Port Harcourt, where cultural and socio-economic factors may affect consumer perceptions. The lack of comprehensive research makes it difficult for tech firms to design marketing strategies that effectively integrate ethical considerations while also driving business performance (Eze, 2023). Consequently, there is a pressing need to investigate how ethical marketing strategies can be optimized to influence consumer behavior positively and sustainably (Ibrahim, 2024).
Objectives of the Study:
To assess the impact of ethical product marketing on consumer behavior in a tech firm.
To evaluate consumer perceptions of transparency and honesty in ethical marketing messages.
To identify key factors that enhance customer trust and loyalty through ethical marketing.
Research Questions:
How does ethical product marketing influence consumer purchase decisions in a tech firm?
What role does transparency play in shaping consumer perceptions of ethical marketing?
Which ethical marketing practices most significantly enhance customer trust and loyalty?
Significance of the study:
This study is significant as it provides insights into the role of ethical marketing in shaping consumer behavior within the tech sector. It offers practical recommendations for tech firms to design effective ethical marketing strategies that build trust, improve customer engagement, and drive sustainable business growth. The findings contribute to both academic literature and practical marketing applications, ultimately benefiting industry stakeholders.
Scope and Limitations of the Study:
This study is limited to examining ethical product marketing and its influence on consumer behavior within a tech firm in Port Harcourt. It does not cover other industries or geographic locations, and the findings are subject to local cultural and market dynamics.
Definitions of Terms:
Ethical Product Marketing: Marketing practices that emphasize honesty, transparency, and social responsibility in promoting products.
Consumer Behavior: The actions and decision-making processes of individuals when purchasing products or services.
Tech Firm: A company operating within the technology sector, offering products or services based on technological innovation.
Related Project Materials
An investigation of gender disparities in education access in Oshimili South Local Government Area, Delta State.
Background of the Study
Gender disparities in education continue to pose a significant challenge in many parts of Nigeria,...
The Impact of Investment Decisions on the Financial Performance of Lafarge Cement in Yobe State
Background of the Study
Investment decisions are pivotal for the growth and sustainability of large corporations, particularly in the man...
An appraisal of technological interventions in Igbo translation workflows in digital media
Background of the study
Digital media has transformed how languages are translated and disseminated, part...
The influence of early childhood education on language development in Yola South Local Government Area, Adamawa State
Background of the study
Language development is a critical component of early childhood education, serving as the foundati...
COMPARATIVE ANALYSIS OF THE UTERINE MENSTRUAL CYCLE AND THE HEMATOLOGICAL INDICES OF STUDENTS
ABSTRACT
The menstrual cycle is affected by so many various factors e.g. stress and changes in diet and iron. Several other...
An Analysis of the Effect of Regulatory Policies on Insurance Market Development in Nigeria
Background of the Study
The development of the insurance market in Nigeria is inextricably linked to the regulatory enviro...
The Effect of Governmental Accounting on Food Security Programs in Potiskum LGA, Yobe State
Background of the Study
Food security is a critical challenge in Nigeria, particularly in Potiskum Local Government Area (LGA) of Yobe St...
AUDIO VISUAL AIDS AND ICT: CORRELATES OF SENIOR SECONDARY SCHOOL STUDENTS ACADEMIC PERFORMANCE IN ENGLISH LANGUAGE IN LAGOS STATE PUBLIC SCHOOLS
ABSTRACT
This study was carried out to evaluate audio visual aids and ict: correlates of senior s...
DESIGN AND CONSTRUCTION OF AN INTRUDER DETECTOR FOR OFFICE AND HOME USE
Background of Study
Environmental, home and office security against intruders has become a thing of ind...
THE EFFECTS OF RISING COST OF BUILDING MATERIAL ON PROPERTY DEVELOPMENT
Abstract
Over the past 10 years, there has been a dramatic increase in the costs of building materials...
