An inquiry into sustainability marketing practices in fashion on brand image: A study of an eco-friendly label in Port Harcourt, Nigeria.
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- NGN 5000
Background of the Study
Sustainability marketing has emerged as a vital strategy in the fashion industry, particularly as consumers increasingly prioritize environmental and ethical considerations. In Port Harcourt, an eco-friendly fashion label has adopted sustainability marketing practices—emphasizing recycled materials, ethical production, and transparent supply chains—to build a strong, responsible brand image. This study investigates how these practices influence consumer perceptions and enhance brand image, with a focus on how sustainability initiatives can differentiate a brand in a competitive market (Chukwu, 2023). The research examines various marketing tactics such as social media campaigns, sustainability reports, and partnerships with environmental organizations. It also addresses potential challenges, including higher production costs and risks of greenwashing. By combining quantitative surveys with qualitative interviews, the study aims to provide actionable insights for fashion brands seeking to leverage sustainability marketing to strengthen consumer trust and improve competitive positioning (Chukwu, 2024).
Statement of the Problem
Although sustainability marketing is increasingly popular, its direct impact on brand image for eco-friendly fashion labels in Port Harcourt is not well understood. The challenge lies in determining whether sustainability initiatives genuinely enhance consumer perceptions and build trust or if they are viewed with skepticism due to potential greenwashing. Inconsistent messaging and higher costs further complicate the evaluation of these practices (Chukwu, 2023). This study seeks to address these gaps by examining how sustainability marketing influences brand image and consumer behavior, providing recommendations to improve authenticity and effectiveness (Chukwu, 2024).
Objectives of the Study
To evaluate sustainability marketing practices of the eco-friendly label.
To assess their impact on brand image and consumer trust.
To recommend improvements for effective sustainability marketing.
Research Questions
How do sustainability practices influence brand image?
What factors drive consumer trust in sustainability marketing?
What challenges hinder the success of sustainability initiatives?
Significance of the Study
This study is significant as it examines the role of sustainability marketing in shaping brand image for eco-friendly fashion labels. The insights will help fashion brands in Port Harcourt refine their sustainability strategies to enhance consumer trust and achieve a competitive edge (Chukwu, 2023).
Scope and Limitations of the Study
The study is limited to one eco-friendly fashion label in Port Harcourt and focuses exclusively on sustainability marketing practices.
Definitions of terms
Sustainability Marketing: Marketing efforts that emphasize environmental and ethical practices.
Brand Image: The public perception of a brand's identity and values.
Eco-Friendly Label: A fashion brand that prioritizes sustainable practices.
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