An assessment of ethical advertising practices on consumer behavior and product quality: Evidence from an eco‑friendly product in Port Harcourt, Nigeria
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Background of the study
Ethical advertising practices have emerged as a cornerstone for eco‑friendly products, particularly in environmentally conscious markets like Port Harcourt. Eco‑friendly brands leverage ethical advertising to communicate their commitment to sustainability, transparency, and social responsibility (Chinwe, 2023). These practices include honest messaging about production methods, eco‑friendly materials, and fair trade practices. In a market where consumers are increasingly scrutinizing the environmental impact of their purchases, ethical advertising can significantly influence consumer behavior and enhance product quality perceptions. When brands transparently communicate their ethical practices, they not only build consumer trust but also differentiate themselves from competitors. Research indicates that ethical advertising is directly correlated with improved consumer attitudes, higher purchase intentions, and a positive evaluation of product quality (Ibrahim, 2024). This study examines how ethical advertising practices affect consumer behavior and product quality perceptions for an eco‑friendly product in Port Harcourt, identifying the critical messaging elements that drive consumer engagement and loyalty.
Statement of the problem:
Eco‑friendly brands in Port Harcourt often face challenges in ensuring that their ethical advertising messages are perceived as genuine. When ethical claims are inconsistent or lack credibility, consumers may doubt the brand’s commitment to sustainability, leading to decreased purchase intentions and lower quality evaluations (Chinwe, 2023). This misalignment between ethical messaging and consumer expectations poses a significant barrier to building long‑term consumer trust. In order to remain competitive, it is essential for eco‑friendly brands to develop ethical advertising strategies that effectively communicate their sustainability efforts. This study aims to identify the specific ethical advertising elements that positively influence consumer behavior and product quality perceptions, addressing the gap between brand messaging and consumer response (Ibrahim, 2024).
Objectives of the Study
To assess the impact of ethical advertising on consumer behavior.
To evaluate the influence of ethical messaging on product quality perception.
To recommend strategies for effective ethical advertising.
Research questions
How do ethical advertising practices influence consumer behavior?
What is the relationship between ethical messaging and quality perception?
Which ethical advertising elements drive positive consumer responses?
Significance of the Study
This study is significant as it investigates how ethical advertising practices affect consumer behavior and product quality perception for an eco‑friendly product in Port Harcourt. The findings will provide eco‑friendly marketers with insights to enhance transparency and authenticity in their advertising strategies, thereby increasing consumer trust and purchase intent. The research contributes to academic literature on ethical marketing and offers practical recommendations for optimizing ethical advertising practices (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to an eco‑friendly product in Port Harcourt and focuses solely on ethical advertising practices. It does not extend to other product categories or regions.
Definitions of Terms
Ethical Advertising Practices: Marketing strategies that emphasize honesty, transparency, and social responsibility.
Consumer Behavior: The decision‑making process of consumers regarding product purchases.
Product Quality: The perceived excellence and performance of a product as evaluated by consumers.
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