An appraisal of ethical considerations in product promotion on customer purchase behavior during economic downturns: Evidence from a fashion retailer in Abuja
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Background of the study
Economic downturns often force both consumers and businesses to re-evaluate spending priorities, making ethical considerations in product promotion critically important. For fashion retailers in Abuja, promoting products ethically during such periods is not only a moral imperative but also a strategic tool to influence customer purchase behavior. In times of financial constraint, consumers are more cautious, seeking authenticity and social responsibility in brand communications (Adebisi, 2023). Ethical promotion—defined by honesty, transparency, and adherence to moral advertising practices—helps mitigate consumer skepticism and builds long-term loyalty. Fashion retailers that implement ethical standards in their campaigns are likely to foster trust and enhance customer commitment, even when disposable incomes are under pressure (Ibrahim, 2024). Moreover, ethical product promotion can serve as a differentiator in a competitive market, enabling retailers to convey messages that resonate with socially conscious buyers. The interplay between ethical promotion and customer behavior during economic downturns has attracted scholarly attention, with recent studies emphasizing that consumers reward brands that maintain integrity in messaging (Okafor, 2024). By focusing on ethical considerations, fashion retailers can improve purchase behavior by aligning their values with those of their target audience. This study examines how ethical product promotion strategies influence customer purchase behavior in a downturn, providing a critical analysis of consumer responses and the resulting impact on brand performance.
Statement of the problem:
During economic downturns, fashion retailers face the dual challenge of reduced consumer spending and heightened scrutiny of promotional messages. Despite efforts to communicate ethically, there remains ambiguity regarding how ethical considerations in product promotion directly affect customer purchase behavior. Many retailers struggle to balance persuasive messaging with ethical integrity, leading to mixed consumer responses and a potential loss of trust (Eze, 2023). This disconnect raises questions about the effectiveness of ethical promotion as a tool for influencing purchase decisions during financially challenging times. Without clear evidence linking ethical advertising practices to improved customer behavior, fashion retailers risk investing in campaigns that fail to resonate with their audience. Consequently, there is an urgent need to evaluate the extent to which ethical considerations in product promotion impact consumer purchase behavior, thereby informing better strategic decisions (Adebisi, 2023).
Objectives of the Study
To investigate the role of ethical considerations in shaping customer purchase behavior during economic downturns.
To assess the impact of ethically driven promotional messages on consumer trust and loyalty.
To recommend strategies for integrating ethical practices into fashion promotion during economic challenges.
Research questions
How do ethical considerations in product promotion influence customer purchase behavior in economic downturns?
What is the relationship between ethical promotional messages and consumer trust in a fashion retail context?
Which ethical strategies are most effective in enhancing customer purchase decisions during financial hardships?
Significance of the Study
This study is significant as it provides critical insights into the influence of ethical promotion on customer purchase behavior during economic downturns. The findings will offer actionable recommendations for fashion retailers in Abuja, helping them to design campaigns that resonate with ethically conscious consumers. By clarifying the link between ethical advertising and consumer behavior, the study contributes to both academic literature and practical marketing strategies, ensuring that brands can maintain customer trust and loyalty even in challenging economic times (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to examining the ethical considerations in product promotion and their impact on customer purchase behavior for a specific fashion retailer in Abuja. It does not extend to other industries or regions, and external economic or cultural factors are only considered as they pertain to the selected retailer.
Definitions of Terms
Ethical Product Promotion: The practice of advertising that adheres to moral principles and transparency in communication.
Customer Purchase Behavior: The decision-making process and actions of consumers when buying products.
Economic Downturn: A period marked by reduced economic activity that affects consumer spending.
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