{"id":3022,"date":"2024-12-31T11:15:55","date_gmt":"2024-12-31T11:15:55","guid":{"rendered":"https:\/\/ujm.com.ng\/?p=3022"},"modified":"2024-12-31T11:15:56","modified_gmt":"2024-12-31T11:15:56","slug":"brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city","status":"publish","type":"post","link":"https:\/\/ujm.com.ng\/index.php\/2024\/12\/31\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\/","title":{"rendered":"Brand Authenticity and Sustainability Marketing in Food Processing Industry, Benin City"},"content":{"rendered":"\n<p class=\"has-text-align-center\"><strong>Irughe Romanus Iyobosa<br> Prof E.P. Oseyomon<\/strong><br>Department of Marketing, Faculty of Management Sciences<br>University of Benin, Benin City, Edo State, Nigeria<br>*For correspondence, email: iyobosairughe@gmail.com<\/p>\n\n\n\n<p><strong>Abstract<\/strong><\/p>\n\n\n\n<p>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.<\/p>\n\n\n\n<p><strong>Keywords:<\/strong> Consumer Trust, Consumer Transparency, Brand Integrity, Customer Engagement<\/p>\n\n\n\n<p class=\"has-text-align-center\"><strong><a href=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2024\/12\/2024-UJM-Vol-3-No.3-30.12.2024-235-255.pdf\">DOWNLOAD FULL TEXT IN PDF<\/a><\/strong><\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Irughe Romanus Iyobosa Prof E.P. OseyomonDepartment of Marketing, Faculty of Management SciencesUniversity of Benin, Benin [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":3023,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[2,5],"tags":[],"class_list":["post-3022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-branding","category-customer-relationship-management"],"aioseo_notices":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Authenticity and Sustainability Marketing in Food Processing Industry, Benin City - Uniben Journal of Marketing<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ujm.com.ng\/index.php\/2024\/12\/31\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Brand Authenticity and Sustainability Marketing in Food Processing Industry, Benin City - Uniben Journal of Marketing\" \/>\n<meta property=\"og:description\" content=\"Irughe Romanus Iyobosa Prof E.P. OseyomonDepartment of Marketing, Faculty of Management SciencesUniversity of Benin, Benin [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ujm.com.ng\/index.php\/2024\/12\/31\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\/\" \/>\n<meta property=\"og:site_name\" content=\"Uniben Journal of Marketing\" \/>\n<meta property=\"article:published_time\" content=\"2024-12-31T11:15:55+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-12-31T11:15:56+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ujm.com.ng\/wp-content\/uploads\/2024\/12\/ujm-cover-16.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1640\" \/>\n\t<meta property=\"og:image:height\" content=\"725\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"osaifo.osigo\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"osaifo.osigo\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\\\/\"},\"author\":{\"name\":\"osaifo.osigo\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#\\\/schema\\\/person\\\/c8903c98a98c5ec11dbae639c35bbd06\"},\"headline\":\"Brand Authenticity and Sustainability Marketing in Food Processing Industry, Benin City\",\"datePublished\":\"2024-12-31T11:15:55+00:00\",\"dateModified\":\"2024-12-31T11:15:56+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\\\/\"},\"wordCount\":201,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/ujm.com.ng\\\/wp-content\\\/uploads\\\/2024\\\/12\\\/ujm-cover-16.jpg\",\"articleSection\":[\"Branding\",\"Customer Relationship Management\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\\\/\",\"url\":\"https:\\\/\\\/ujm.com.ng\\\/index.php\\\/2024\\\/12\\\/31\\\/brand-authenticity-and-sustainability-marketing-in-food-processing-industry-benin-city\\\/\",\"name\":\"Brand Authenticity and Sustainability Marketing in Food Processing Industry, Benin City - 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