Irughe Romanus Iyobosa
Prof E.P. Oseyomon
Department of Marketing, Faculty of Management Sciences
University of Benin, Benin City, Edo State, Nigeria
*For correspondence, email: iyobosairughe@gmail.com
Abstract
This study examines the interplay between consumer trust, transparency, brand integrity, consumer engagement, and sustainability marketing within the food processing industry in Benin City, Nigeria. Employing a quantitative survey-based research design, data were collected from 300 respondents using a structured questionnaire. Multiple regression analysis was conducted to evaluate the relationships among the key variables. Findings reveal that consumer trust, transparency, brand integrity, and engagement significantly influence perceptions of sustainability marketing, highlighting the importance of ethical practices, open communication, and active consumer participation in fostering brand loyalty. The study underscores the need for food processing companies to adopt comprehensive transparency measures, ensure consistency in ethical practices, and actively involve consumers in their sustainability initiatives. These recommendations aim to enhance consumer confidence and drive long-term brand loyalty, aligning with contemporary sustainability expectations. Future research should incorporate mixed-method approaches and broader regional analyses to deepen understanding of consumer behavior in diverse contexts.
Keywords: Consumer Trust, Consumer Transparency, Brand Integrity, Customer Engagement
