An evaluation of corporate ethical marketing on consumer trust and product value perception: Evidence from a renewable energy brand in Kaduna, Nigeria
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- NGN 5000
Background of the study
Corporate ethical marketing is a strategic approach that integrates social responsibility and transparency into marketing communications. In Kaduna, renewable energy brands increasingly leverage ethical marketing to demonstrate their commitment to sustainability, innovation, and community engagement (Okafor, 2023). By clearly communicating ethical practices such as sustainable sourcing, eco‑friendly production, and community investments, these brands aim to build consumer trust and enhance perceived product value. Ethical marketing enables consumers to make informed purchase decisions by aligning product benefits with ethical standards. Research indicates that consumers are more likely to perceive products as valuable and of higher quality when brands operate ethically and transparently (Ibrahim, 2024). This study evaluates the impact of corporate ethical marketing on consumer trust and product value perception for a renewable energy brand in Kaduna. It examines the critical ethical messaging elements that drive consumer evaluations and contribute to long‑term brand loyalty.
Statement of the problem:
Renewable energy brands in Kaduna often struggle to translate their ethical marketing efforts into enhanced consumer trust and product value perception. Inconsistencies or superficial ethical messaging can lead to consumer skepticism and diminished evaluations of product value (Okafor, 2023). Without a strong ethical marketing strategy, consumers may doubt the brand’s sustainability claims, negatively impacting their purchase decisions and overall brand loyalty. This disconnect poses a significant challenge in an industry where ethical practices are a key differentiator. Therefore, it is essential to identify the ethical messaging components that most effectively foster consumer trust and positively influence product value perception (Ibrahim, 2024).
Objectives of the Study
To assess the impact of corporate ethical marketing on consumer trust.
To evaluate the influence of ethical marketing on product value perception.
To recommend strategies for enhancing ethical marketing practices.
Research questions
How does corporate ethical marketing influence consumer trust?
What is the relationship between ethical marketing and product value perception?
Which ethical messaging elements are most effective in renewable energy marketing?
Significance of the Study
This study is significant as it investigates the impact of corporate ethical marketing on consumer trust and product value perception for a renewable energy brand in Kaduna. The insights will help marketers refine their ethical messaging strategies to build stronger consumer confidence and enhance perceived product value. The research contributes to academic literature on ethical marketing and offers practical recommendations for renewable energy brands (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to a renewable energy brand in Kaduna and focuses exclusively on corporate ethical marketing practices. It does not extend to other sectors or marketing channels.
Definitions of Terms
Corporate Ethical Marketing: Marketing practices that reflect a company’s commitment to ethical behavior and sustainability.
Consumer Trust: The confidence consumers have in a brand’s ethical standards and product performance.
Product Value Perception: The assessment of a product’s worth based on ethical and performance criteria.
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