An assessment of corporate ethical marketing on consumer perception of product value: A case study of a renewable energy product in Lagos, Nigeria
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Background of the study
Corporate ethical marketing involves the integration of moral values and social responsibility into marketing practices. For renewable energy products, particularly in Lagos, ethical marketing plays a critical role in shaping consumer perceptions of product value. Renewable energy companies emphasize transparency, sustainability, and community impact to differentiate themselves from competitors (Okafor, 2023). By communicating ethical practices—such as the use of sustainable materials and fair labor practices—brands can enhance the perceived value of their products. Ethical marketing is especially important for renewable energy products, which often require a higher initial investment. When consumers trust that a company operates ethically, they are more likely to perceive its products as valuable and of high quality (Adebayo, 2024). This study assesses the impact of corporate ethical marketing on consumer perception of product value for a renewable energy product in Lagos, focusing on the ethical messaging elements that drive consumer evaluations.
Statement of the problem:
Renewable energy firms in Lagos face challenges in ensuring that their ethical marketing efforts translate into positive consumer perceptions of product value. Inconsistent ethical messaging or perceived greenwashing can lead to consumer skepticism, reducing the perceived value of the product (Okafor, 2023). Without clear and authentic ethical communication, consumers may doubt the company’s commitment to sustainability, negatively impacting their evaluation of product quality. This misalignment can hinder market acceptance and slow the adoption of renewable energy solutions. It is essential to identify the key ethical marketing components that effectively enhance consumer perceptions of product value for renewable energy products (Adebayo, 2024).
Objectives of the Study
To assess the impact of corporate ethical marketing on consumer perception of product value.
To identify effective ethical messaging elements.
To recommend strategies for enhancing ethical marketing in renewable energy.
Research questions
How does corporate ethical marketing influence consumer perception of product value?
Which ethical messaging elements are most effective?
What strategies can enhance ethical marketing practices for renewable energy products?
Significance of the Study
This study is significant as it examines how corporate ethical marketing influences consumer perception of product value for a renewable energy product in Lagos. The findings will guide marketers in refining ethical messaging to build trust and enhance perceived product value, ultimately promoting the adoption of sustainable energy solutions. The research contributes to the literature on ethical marketing and provides practical recommendations for renewable energy firms (Adebayo, 2024).
Scope and Limitations of the Study
The study is limited to a renewable energy product in Lagos and focuses exclusively on corporate ethical marketing practices. It does not cover other industries or marketing channels.
Definitions of Terms
Corporate Ethical Marketing: Marketing practices that emphasize transparency, social responsibility, and ethical behavior.
Product Value: The perceived worth and benefits of a product as evaluated by consumers.
Renewable Energy Product: An energy solution produced using sustainable and eco‑friendly methods.
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