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Influence of Sustainability Marketing Practices on Brand Loyalty of Consumer Goods in Delta State, Nigeria

EBIGWU Kerry Ijeoma

Abstract

This study investigated the influence of sustainability marketing practices on consumer brand loyalty of household products in Delta State, Nigeria. The specific objectives were to investigate the influence of ecofriendly advertising, Corporate Social Responsibility activities, and ecofriendly product packaging on consumer brand loyalty of household products in Delta State. The study adopted a descriptive research design using a survey research method. The population of the study comprised the consumers of household products in Delta State. The sample size was 382 consumers which was derived using the Cochran (1963) formula. A structured questionnaire was used as an instrument of data collection for the study. Findings of the study indicated that ecofriendly advertising, CSR activities, and ecofriendly product packaging positively influence consumer brand loyalty of household products in Delta State. Therefore, the study concludes that sustainability marketing practices have significant influence on consumer brand loyalty of household products in Delta State, and recommended that business owners should pay attention to eco friendliness when mapping out advertising and product labeling strategies.

Keywords

SustainabilityEcofriendly advertisingConsumer LoyaltyHousehold Products.

References

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