An evaluation of the role of corporate social responsibility in advertising on customer trust and quality perception: A study of a renewable energy firm in Abuja
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Background of the study
Corporate social responsibility (CSR) in advertising has become a vital tool for companies striving to build trust and enhance quality perception among consumers. In Abuja, renewable energy firms are increasingly incorporating CSR messaging into their advertising campaigns to demonstrate their commitment to sustainability, ethical practices, and community welfare (Okafor, 2023). By highlighting initiatives such as reduced carbon footprints, fair labor practices, and community development programs, these firms aim to differentiate themselves in a competitive market. Ethical CSR advertising not only informs consumers about the company’s social and environmental efforts but also reinforces the perceived quality of the renewable energy products offered. Research indicates that when consumers believe that a brand is genuinely committed to CSR, their trust in the product’s quality significantly increases (Ibrahim, 2024). In this context, clear, honest, and consistent CSR messaging can serve as a strategic differentiator, fostering long‑term consumer loyalty even during periods of market volatility. This study investigates how CSR in advertising influences customer trust and quality perception for a renewable energy firm in Abuja, exploring the key messaging elements that drive positive consumer evaluations.
Statement of the problem:
Renewable energy firms in Abuja often face challenges in ensuring that their CSR advertising is perceived as authentic. Inconsistent or superficial CSR messages can lead consumers to doubt the company’s ethical commitments, thereby diminishing trust and negatively impacting quality perception (Okafor, 2023). The gap between the firm’s CSR claims and consumer expectations poses a risk of undermining brand credibility, especially in a market where sustainability is a key purchasing criterion. Without effective CSR communication, these firms may struggle to maintain consumer confidence, resulting in lower product evaluations and reduced market share. This study aims to identify the CSR advertising elements that most effectively enhance customer trust and quality perception in the renewable energy sector (Ibrahim, 2024).
Objectives of the Study
To evaluate the impact of CSR advertising on customer trust.
To assess how CSR messaging influences quality perception.
To recommend strategies for optimizing CSR communications.
Research questions
How does CSR advertising affect consumer trust in renewable energy products?
What is the relationship between CSR messaging and quality perception?
Which CSR elements are most effective in enhancing consumer evaluations?
Significance of the Study
This study is significant as it examines the role of CSR advertising in shaping consumer trust and quality perception for a renewable energy firm in Abuja. The findings will provide actionable insights for marketers seeking to refine their CSR messaging to better meet consumer expectations. By demonstrating the value of authentic CSR communications, the research contributes to academic literature on ethical marketing and offers practical recommendations for enhancing brand reputation and consumer loyalty in the renewable energy sector (Okafor, 2023).
Scope and Limitations of the Study
The study is limited to a single renewable energy firm in Abuja and focuses exclusively on CSR advertising in digital and traditional media.
Definitions of Terms
Corporate Social Responsibility (CSR) Advertising: Marketing communications that highlight a firm’s commitment to social and environmental responsibilities.
Customer Trust: The confidence consumers have in a brand’s ethical commitments and product reliability.
Quality Perception: The evaluation of a product’s excellence and overall value by consumers.
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