A review of sustainability marketing strategies on consumer behavior: Evidence from an eco-friendly product in Lagos, Nigeria
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- 1-5 Chapters
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- NGN 5000
Background of the study
Sustainability marketing strategies are increasingly influential in shaping consumer behavior, especially as environmental concerns gain prominence. In Lagos, Nigeria, eco-friendly products are marketed not only for their functional benefits but also for their positive environmental impact. Sustainability marketing integrates themes such as ethical sourcing, reduced environmental footprints, and corporate social responsibility to appeal to environmentally conscious consumers. This approach encourages consumers to make purchase decisions based on both product quality and the brand’s commitment to sustainability. The study examines how sustainability marketing influences consumer behavior, focusing on purchase intention, brand loyalty, and word-of-mouth promotion. By analyzing marketing campaigns, consumer perceptions, and sales data, the research seeks to understand the extent to which sustainability initiatives drive consumer behavior in the eco-friendly product sector. Despite growing consumer interest in sustainability, challenges such as greenwashing, higher price points, and skepticism about corporate motives can undermine marketing efforts. This review aims to provide a comprehensive overview of sustainability marketing strategies and their effectiveness in driving consumer behavior in Lagos.
Statement of the problem
Eco-friendly products in Lagos face challenges in converting sustainability marketing messages into tangible consumer behavior. Despite the growing demand for sustainable products, issues such as perceived greenwashing, higher costs, and mixed messaging can lead to consumer hesitation. This study aims to explore the factors that inhibit effective sustainability marketing and to determine how these strategies impact consumer purchasing decisions and loyalty.
Objectives of the Study
To review sustainability marketing strategies used for eco-friendly products.
To assess the impact of these strategies on consumer behavior.
To recommend improvements for effective sustainability marketing.
Research Questions
How do sustainability marketing strategies influence consumer behavior?
What challenges hinder the effectiveness of sustainability messaging?
How can sustainability marketing be optimized to drive consumer engagement?
Significance of the study
This study is significant as it provides insights into the role of sustainability marketing in influencing consumer behavior. Its findings will help eco-friendly brands in Lagos improve their marketing strategies, thereby increasing consumer trust, purchase intent, and long-term loyalty. The research contributes to sustainable marketing literature by offering actionable recommendations for enhancing message credibility.
Scope and Limitations of the Study
This study is limited to reviewing sustainability marketing strategies on consumer behavior within an eco-friendly product in Lagos, Nigeria.
Definitions of Terms
Sustainability Marketing Strategies: Marketing practices that emphasize environmental responsibility and ethical production.
Consumer Behavior: The decision-making processes of consumers when purchasing products.
Eco-Friendly Product: A product designed with minimal environmental impact.
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