The impact of ethical advertising on customer perception of product excellence during economic hardship: A case study of a fair‑trade product in Lagos, Nigeria
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Background of the study
Economic hardship intensifies consumer scrutiny, making ethical advertising crucial for conveying product excellence. In Lagos, fair‑trade products are marketed with a strong emphasis on ethical practices, sustainability, and social responsibility. Ethical advertising in this context involves transparent communication regarding production methods, fair labor practices, and environmentally friendly processes (Okafor, 2023). Such ethical messages are essential for assuring consumers of the true quality and value of fair‑trade products, even when economic conditions are challenging. Research indicates that during economic downturns, consumers are more likely to trust and favor brands that demonstrate a genuine commitment to ethical practices, thereby enhancing perceptions of product excellence (Ibrahim, 2024). This study investigates the impact of ethical advertising on customer perception of product excellence for a fair‑trade product in Lagos. It aims to identify the key ethical elements that contribute to consumer evaluations and to provide recommendations for effective ethical advertising during economic hardship.
Statement of the problem:
Fair‑trade products in Lagos face significant challenges in maintaining consumer perception of product excellence during economic hardship. When ethical advertising is not consistent or appears insincere, consumers may become skeptical of the brand’s claims, leading to a decrease in perceived product quality and purchase intentions (Okafor, 2023). This disconnect between ethical messaging and consumer expectations can undermine brand reputation and market performance. Therefore, it is essential to determine which ethical advertising components are most effective in conveying product excellence during economic downturns, in order to optimize marketing strategies and sustain consumer trust (Ibrahim, 2024).
Objectives of the Study
To assess the impact of ethical advertising on customer perception of product excellence.
To identify key ethical elements that influence quality perceptions during economic hardship.
To recommend strategies for optimizing ethical advertising for fair‑trade products.
Research questions
How does ethical advertising influence customer perception of product excellence during economic hardship?
Which ethical advertising elements are most effective in enhancing quality perception?
What strategies can improve ethical advertising for fair‑trade products?
Significance of the Study
This study is significant as it investigates the impact of ethical advertising on customer perception of product excellence for a fair‑trade product in Lagos during economic hardship. The insights gained will help marketers refine their ethical messaging to build stronger consumer trust and enhance product evaluations, thereby ensuring competitive advantage in challenging economic times (Ibrahim, 2024).
Scope and Limitations of the Study
The study is limited to a fair‑trade product in Lagos and focuses exclusively on ethical advertising during economic hardship. It does not extend to other industries or geographic regions.
Definitions of Terms
Ethical Advertising: Marketing communications that emphasize transparency, fairness, and social responsibility.
Product Excellence: The perceived high quality and superior performance of a product.
Fair‑Trade Product: A product produced under ethical conditions that ensure fair treatment and sustainability.
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