The effect of ethical product promotion on customer purchase decisions and quality perception: A study of a fair‑trade food product in Port Harcourt, Nigeria
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Background of the study
Ethical product promotion plays a crucial role in shaping consumer perceptions and influencing purchase decisions, especially for fair‑trade products. In Port Harcourt, fair‑trade food brands emphasize ethical production practices, such as fair labor and sustainable sourcing, to distinguish themselves in the market (Chinwe, 2023). Ethical product promotion involves transparent messaging that highlights these values, thereby building consumer trust and enhancing quality perceptions. When consumers are assured that a product is ethically produced, they are more likely to perceive it as being of high quality and are inclined to support the brand through repeat purchases (Ibrahim, 2024). This study examines the effect of ethical product promotion on customer purchase decisions and quality perception for a fair‑trade food product in Port Harcourt, exploring the narrative components that most effectively drive consumer behavior and strengthen brand reputation.
Statement of the problem:
Fair‑trade food brands in Port Harcourt often face challenges in ensuring that their ethical promotion messages translate into positive purchase decisions and enhanced quality perceptions. Inconsistencies or ambiguities in ethical messaging can lead to consumer mistrust, reducing the effectiveness of the promotion (Chinwe, 2023). The gap between the ethical claims and the perceived product quality can adversely affect purchase behavior and hinder brand loyalty. Without clear and credible ethical promotion, fair‑trade food brands risk losing market share and failing to communicate the full value of their products. This study seeks to identify the key ethical promotion elements that drive customer purchase decisions and quality perception, providing actionable insights for fair‑trade marketers (Ibrahim, 2024).
Objectives of the Study
To evaluate the impact of ethical product promotion on purchase decisions.
To assess the influence of ethical messaging on quality perception.
To recommend strategies for improving ethical promotion in fair‑trade food marketing.
Research questions
How does ethical product promotion influence customer purchase decisions?
What is the relationship between ethical messaging and quality perception?
Which ethical promotion strategies are most effective for fair‑trade food products?
Significance of the Study
This study is significant as it examines how ethical product promotion impacts customer purchase decisions and quality perception for a fair‑trade food product in Port Harcourt. The findings will assist marketers in developing transparent ethical messages that enhance consumer trust and drive sales. The research contributes to academic literature on ethical marketing and provides practical recommendations for fair‑trade brands (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to a fair‑trade food product in Port Harcourt and focuses exclusively on ethical product promotion. It does not extend to other product categories or regions.
Definitions of Terms
Ethical Product Promotion: Marketing practices that communicate a brand’s commitment to ethical production.
Purchase Decisions: The process by which consumers decide to buy a product.
Quality Perception: The evaluation of a product’s excellence by consumers.
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