An assessment of marketing challenges on customer behavior and product purchase decisions in ethically‑driven campaigns: Evidence from a green product in Lagos, Nigeria
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style:
- Recommended for :
- NGN 5000
Background of the study
In Lagos, green products are at the forefront of a transformative movement toward sustainability, with ethically‑driven marketing campaigns playing a pivotal role in influencing customer behavior and purchase decisions. However, these campaigns encounter significant challenges that can impede their effectiveness. Marketing challenges such as inconsistent ethical claims, consumer skepticism, and the misinterpretation of sustainability messages complicate efforts to achieve desired outcomes (Chukwu, 2023). Ethically‑driven campaigns are designed to promote transparency and social responsibility, but when these messages are not clearly conveyed, consumers may remain uncertain about the product’s true value. This study explores the multifaceted marketing challenges that green products in Lagos face, focusing on how these obstacles affect consumer behavior and influence purchase decisions. By critically analyzing the ethical underpinnings of marketing campaigns, the research aims to identify effective strategies for mitigating these challenges and improving overall campaign performance (Eze, 2024). The investigation addresses the gap between ethical intentions and consumer perceptions, thereby contributing to a more nuanced understanding of ethical marketing within the sustainability sector in Lagos.
Statement of the problem
Despite the potential of ethically‑driven marketing campaigns to positively influence customer behavior, green products in Lagos face significant marketing challenges that hinder their success. Issues such as ambiguous ethical messaging, consumer mistrust, and difficulties in measuring campaign effectiveness create a barrier to achieving optimal purchase decisions. These challenges result in a disconnect between the intended ethical message and the actual consumer response, adversely affecting market performance and consumer loyalty. The scarcity of empirical studies addressing these specific challenges further complicates the ability of marketers to develop targeted strategies that can bridge this gap and enhance overall campaign efficacy (Ude, 2023).
Objectives of the Study
To examine the marketing challenges faced by ethically‑driven campaigns for green products in Lagos.
To evaluate the effect of these challenges on customer behavior.
To propose strategies for improving purchase decisions through refined ethical marketing campaigns.
Research questions
What are the key marketing challenges in ethically‑driven campaigns for green products in Lagos?
How do these challenges influence customer behavior and purchase decisions?
What strategies can mitigate the impact of these challenges on ethical marketing effectiveness?
Significance of the Study
This study is significant as it provides an in-depth analysis of the marketing challenges encountered by ethically‑driven campaigns for green products in Lagos. The findings offer critical insights into how these challenges affect customer behavior and purchase decisions, thereby enabling marketers to design more effective and transparent campaigns. The research contributes to the field of ethical marketing by bridging the gap between theory and practice and informing policy makers and industry stakeholders on best practices for promoting sustainable products (Obi, 2024).
Scope and Limitations of the Study
The study is limited to examining the marketing challenges and their impact on customer behavior and product purchase decisions in ethically‑driven campaigns for a green product in Lagos. It does not extend to other types of products or regions and excludes broader economic or political factors.
Definitions of Terms
Ethically‑Driven Campaigns: Marketing initiatives that prioritize ethical considerations such as transparency, sustainability, and social responsibility.
Customer Behavior: The actions and decision-making processes of consumers regarding product purchases.
Product Purchase Decisions: The factors and considerations that lead consumers to decide whether to buy a product.
Related Project Materials
THE EFFECTIVENESS OF ADVERTISING IN CHANGING CONSUMER BEHAVIOUR
EXCERPT FROM THE STUDY
- It was discovered that the management of the company&...
Read more
The Impact of Corporate Communication on Public Engagement in the Educational Sector: A Study of Chanchaga Local Government Area, Niger State
Chapter One: Introduction
1.1 Background of the Study
Public engagement in the educational secto...Read moreThe Impact of Nurses’ Counseling on Medication Adherence Among Hypertensive Patients at Federal Teaching Hospital, Gombe
Background of the Study
Hypertension is a leading cause of cardiovascular diseases globally and remains a significant public health conce...
Read moreAn Investigation of Semantic Shifts in Nigerian Social Media: A Comparative Study of Twitter Hashtags
Background of the study
Semantic shifts—changes in the meaning of words or expressions—are rapidly occurring in digital commu...
Read moreAn assessment of the economic implications of urban renewal projects on displaced traders in Ibadan South-West Local Government Area, Oyo State
Background of the Study
Urban renewal projects in Ibadan South-West Local Government Area, Oyo State, have been implemente...Read moreAn Examination of the Role of HRM in Managing Workplace Diversity in United Bank for Africa, Kebbi State
Background of the Study
Workplace diversity refers to the presence of employees from different cultural, racial, gender, and professional...
Read moreAn Examination of Forensic Accounting Internship Programs in Nigeria: A Case Study of Deloitte Nigeria
Background of the Study
Internship programs are a vital component of professional development, particularly in fields li...
Read moreDEVELOPING VOCATIONAL TRAINING MODULES FOR ADVANCED ROBOTICS SYSTEMS
ABSTRACT: Developing vocational training modules for advanced robotics systems is essential for preparing students for careers in the fast-gro...
Read moreAn evaluation of early childhood education health and safety practices in Kano Municipal Local Government Area, Kano State
Background of the Study:
Health and safety practices in early childhood education settings are fundamental to ensuring a se...Read moreThe Impact of Development Communication on Small-Scale Fisheries in Argungu Local Government Area, Kebbi State
Background of the Study
Small-scale fisheries play a vital role in providing livelihoods, food security, and economic gr...
Read more
