An appraisal of ethical advertising challenges on customer purchase decisions and quality evaluation: A study of a sustainable cosmetics brand in Abuja
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Background of the study
Ethical advertising is increasingly essential for sustainable brands, particularly in the cosmetics industry, where consumer trust is critical. In Abuja, sustainable cosmetics brands face the dual challenge of promoting environmentally friendly products while ensuring ethical messaging resonates with consumers. Ethical advertising involves honest, transparent, and consistent messaging that reflects the brand’s commitment to sustainability and ethical practices (Chinwe, 2023). However, challenges such as accusations of greenwashing and inconsistent ethical claims can undermine customer purchase decisions and quality evaluations. Effective ethical advertising not only enhances trust but also reinforces product quality perceptions by clearly communicating the brand’s sustainable practices and social commitments (Ibrahim, 2024). This study appraises the challenges associated with ethical advertising for a sustainable cosmetics brand in Abuja and examines their impact on customer purchase decisions and quality evaluations. The goal is to identify actionable strategies for overcoming ethical advertising challenges and optimizing consumer perceptions.
Statement of the problem:
Sustainable cosmetics brands in Abuja often face difficulties in delivering ethical advertising messages that consistently enhance customer purchase decisions and quality evaluations. When ethical messaging is perceived as insincere or inconsistent, it can lead to consumer skepticism and reduced brand loyalty (Chinwe, 2023). The disconnect between the brand’s ethical claims and consumer perceptions of product quality poses significant challenges for sustainable brands. Without effective ethical advertising, the brand’s commitment to sustainability may be questioned, negatively impacting purchase behavior and overall quality evaluations. This study seeks to address the gap by identifying the key ethical advertising challenges and proposing strategies to mitigate their negative effects on consumer responses (Ibrahim, 2024).
Objectives of the Study
To evaluate the impact of ethical advertising on customer purchase decisions.
To assess the influence of ethical messaging on quality evaluation.
To recommend strategies for overcoming ethical advertising challenges.
Research questions
How do ethical advertising challenges affect customer purchase decisions?
What is the relationship between ethical messaging and quality evaluation?
Which strategies can mitigate ethical advertising challenges?
Significance of the Study
This study is significant as it explores the impact of ethical advertising challenges on customer purchase decisions and quality evaluation for a sustainable cosmetics brand in Abuja. The findings will offer practical recommendations to improve ethical messaging, thereby enhancing consumer trust and loyalty. The research contributes to the academic discourse on ethical advertising and provides actionable insights for sustainable cosmetics marketers (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to a sustainable cosmetics brand in Abuja and focuses exclusively on ethical advertising challenges. It does not extend to other industries or regions.
Definitions of Terms
Ethical Advertising: Marketing that adheres to principles of transparency, fairness, and social responsibility.
Customer Purchase Decisions: The process by which consumers decide to buy a product.
Quality Evaluation: The assessment of product excellence by consumers.
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