An investigation of ethical considerations in advertising on customer perception of product value: A case study of a sustainable brand in Lagos, Nigeria
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Background of the study
Ethical considerations in advertising have become increasingly important as consumers demand transparency and social responsibility from brands. In Lagos, sustainable brands are leveraging ethical advertising practices to communicate their commitment to environmental and social values. By highlighting sustainable practices, fair‑trade production, and eco‑friendly materials, these brands aim to create a narrative that resonates with ethically conscious consumers (Chinwe, 2023). Ethical advertising not only informs consumers about product value but also builds long‑term trust, thereby influencing purchase behavior. Research suggests that clear ethical messaging can significantly enhance consumer perception of product value, particularly in markets where sustainability is a key differentiator (Ibrahim, 2024). This study examines how ethical considerations in advertising affect customer perception of product value for a sustainable brand in Lagos, focusing on the narrative elements that effectively communicate ethical standards and reinforce the brand’s value proposition.
Statement of the problem:
Sustainable brands in Lagos often encounter challenges in ensuring that their ethical advertising messages translate into enhanced consumer perceptions of product value. When ethical considerations are inconsistently presented or appear superficial, consumers may doubt the authenticity of the brand’s commitment to sustainability (Chinwe, 2023). This discrepancy can lead to reduced consumer trust and lower perceived product value, ultimately impacting purchase decisions. Without a clear and compelling ethical narrative, sustainable brands risk losing their competitive edge in a market where consumers are increasingly aware of and responsive to ethical marketing practices (Ibrahim, 2024).
Objectives of the Study
To evaluate the influence of ethical advertising on consumer perception of product value.
To identify key ethical narrative elements that resonate with consumers.
To recommend strategies for improving ethical messaging in sustainable brand advertising.
Research questions
How do ethical advertising practices influence consumer perception of product value?
Which ethical narrative elements are most effective?
What strategies can enhance ethical messaging for sustainable brands?
Significance of the Study
This study is significant as it investigates the role of ethical considerations in advertising on customer perception of product value for a sustainable brand in Lagos. The findings will offer practical insights for refining ethical advertising strategies, thereby enhancing consumer trust and brand value. The research contributes to the literature on ethical marketing and provides actionable recommendations for sustainable brands (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to a single sustainable brand in Lagos and focuses exclusively on ethical advertising narratives. It does not consider other forms of advertising or geographic variations.
Definitions of Terms
Ethical Considerations in Advertising: The practice of incorporating transparency, fairness, and social responsibility in marketing messages.
Product Value: The perceived worth of a product as determined by its attributes and ethical commitments.
Sustainable Brand: A brand that emphasizes environmentally friendly and socially responsible practices.
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