The effect of ethical advertising on customer perception of product excellence during economic downturns: A study of an eco‑friendly product in Kaduna, Nigeria
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- NGN 5000
Background of the study
During economic downturns, consumers are particularly sensitive to value and quality. Ethical advertising plays a crucial role in shaping perceptions of product excellence, especially for eco‑friendly products that promise sustainability and ethical production. In Kaduna, eco‑friendly brands use ethical advertising to communicate their commitment to environmental stewardship and fair practices, thereby reinforcing the excellence of their products (Okonkwo, 2023). Ethical advertising involves clear, honest, and transparent messaging that can help consumers feel secure about their purchase decisions even during tough economic times. By aligning ethical values with product performance, eco‑friendly brands can maintain consumer trust and positive quality perceptions, which are essential for continued sales (Adebayo, 2024). This study examines how ethical advertising affects customer perception of product excellence for an eco‑friendly product in Kaduna, particularly during economic downturns.
Statement of the problem:
Eco‑friendly brands in Kaduna face challenges in maintaining consumer perceptions of product excellence during economic downturns. When ethical advertising is inconsistent or perceived as insincere, consumers may question the product’s quality, leading to reduced purchase intent (Okonkwo, 2023). The economic climate further intensifies consumer scrutiny, making it crucial for eco‑friendly brands to deliver honest and compelling ethical messages. The failure to effectively communicate ethical values can undermine consumer confidence and damage the brand’s reputation. Thus, there is a need to identify the key ethical advertising elements that drive positive perceptions of product excellence during economic hardship (Adebayo, 2024).
Objectives of the Study
To assess the impact of ethical advertising on customer perception of product excellence.
To identify key ethical advertising elements that resonate during economic downturns.
To recommend strategies for effective ethical advertising in eco‑friendly marketing.
Research questions
How does ethical advertising influence customer perception of product excellence?
What ethical elements are most critical during economic downturns?
How can eco‑friendly brands optimize ethical advertising strategies?
Significance of the Study
This study is significant as it investigates how ethical advertising impacts customer perception of product excellence for an eco‑friendly product in Kaduna during economic downturns. The findings will provide actionable insights for marketers to refine their ethical messaging, thereby sustaining consumer trust and ensuring positive quality evaluations even in challenging economic times (Adebayo, 2024).
Scope and Limitations of the Study
The study is limited to a single eco‑friendly product in Kaduna and focuses exclusively on ethical advertising during economic downturns. It does not extend to other product categories or regions.
Definitions of Terms
Ethical Advertising: The practice of promoting products with transparency, honesty, and adherence to ethical standards.
Product Excellence: The perceived superior quality and performance of a product.
Economic Downturn: A period of reduced economic activity affecting consumer spending.
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