An examination of ethical product promotion on customer trust during economic hardship: Evidence from a sustainable food product in Port Harcourt, Nigeria
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Background of the study
During periods of economic hardship, consumer confidence becomes highly sensitive to the messages conveyed by brands, especially those promoting sustainable products. In Port Harcourt, sustainable food products are gaining attention for their commitment to ethical practices such as fair sourcing and environmentally responsible production (Okoro, 2023). Ethical product promotion in this context involves transparent communication regarding product origins, nutritional benefits, and sustainable practices, which can significantly bolster customer trust even during economic downturns. Companies that maintain robust ethical marketing strategies can differentiate themselves by reassuring consumers of their commitment to quality and social responsibility (Ibrahim, 2024). However, economic stress can amplify consumer skepticism, making it imperative for brands to adhere strictly to ethical promotional practices. Research indicates that ethical promotions during economic hardship help mitigate distrust and support long-term customer loyalty (Uche, 2023). This study investigates how ethical product promotion strategies influence customer trust amidst economic challenges in Port Harcourt, highlighting the critical role of transparency and ethical commitments in sustaining consumer confidence.
Statement of the problem
In times of economic hardship, sustainable food brands in Port Harcourt struggle to maintain customer trust due to the increased scrutiny of marketing messages. Despite the adoption of ethical product promotion, inconsistencies in communication and consumer skepticism often hinder the intended effect of these strategies. The economic environment exacerbates doubts about product value and ethical claims, leading to diminished trust and reduced customer loyalty. The lack of rigorous, context-specific research on the impact of ethical product promotion during economic downturns leaves brands without clear guidance on best practices. This study aims to fill this gap by investigating the correlation between ethical promotion and customer trust during challenging economic periods, thereby providing evidence-based recommendations for improving promotional strategies (Chukwu, 2023).
Objectives of the Study
To analyze the effect of ethical product promotion on customer trust during economic hardship.
To identify factors that influence trust in sustainable food products.
To propose strategies for enhancing ethical promotional efforts in challenging economic conditions.
Research questions
How does ethical product promotion impact customer trust during economic hardship?
What factors mediate the relationship between ethical promotion and trust in sustainable food products?
What strategies can improve the effectiveness of ethical promotions during economic downturns?
Significance of the Study
This study is significant as it explores the impact of ethical product promotion on customer trust during economic hardship in Port Harcourt’s sustainable food sector. The findings offer actionable insights for marketers seeking to maintain and build customer confidence in challenging economic times. By elucidating the role of ethical promotion in sustaining trust, the research contributes to both academic literature and practical marketing strategies, helping brands navigate economic adversity with enhanced consumer loyalty (Igbinedion, 2024).
Scope and Limitations of the Study
The study is limited to the examination of ethical product promotion and its impact on customer trust for a sustainable food product in Port Harcourt. It does not consider other products, regions, or external economic variables.
Definitions of Terms
Ethical Product Promotion: Communication strategies that emphasize transparency, sustainability, and social responsibility.
Customer Trust: The confidence consumers place in a brand based on its ethical commitments and performance.
Economic Hardship: Periods characterized by reduced consumer spending power and increased market uncertainty.
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