Consumer Trust and Ethical Marketing Claims in Alliance-Branded Products: A Study of Nigerian Fast-Moving Consumer Goods Manufacturing Companies
No Thumbnail Available
Date
2026-07-17
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
AKSU Journal of Management Sciences (AKSUJOMAS), Faculty of Management Sciences, Akwa Ibom State University, Obio Akpa Campus.
Abstract
This research is to investigate the impact of ethical marketing claims on consumer trust in
alliance-branded products in Nigerian Fast-Moving Consumer Goods (FMCG) manufacturing
companies. The growing usage of alliance branding and ethical marketing is increasing the
demand to examine if ethical claims really affect consumers’ trust in alliance brands. The
research was quantitative and cross-sectional surveys were used. This study used primary data
obtained by way of structured questionnaires administered to consumers of alliance branded
FMCG products in selected commercial cities in Nigeria applying the multistage sampling
technique. A total of 274 valid responses were retrieved and analysed using IBM SPSS Statistics
Version 29 from the 385 questionnaires distributed. A simple linear regression analysis was
conducted to test the hypothesis at 5% level of significance. Results: The result showed no
statistically significant relationship between ethical marketing claims and consumer trust (R =
0.020, R² = 0.000, F = 0.106, p = 0.745), signifying those ethical claims did not significantly
affect consumers' trust in decisions alone. It is the Nigerian consumers who are now holding the
view that they are looking for genuine, clear and verifiable ethical actions and not just about
promotional ethical messages. It should be suggested for the FMCG companies to increase
transparency through third-party certification, sustainability reporting based on evidence,
adherence to regulations and ethical actions on a compliance to improve the credibility of
alliance-branded product and to sustainable trust of consumer. The study adds to ethical
marketing and alliance branding literature by showing that trust derived from credibility and
observable ethical actions, rather than ethical claims, is a more powerful influencer of consumer
trust in the context of emerging markets
Description
Keywords
Citation
Adebayo, A. A. (2026). Consumer Trust and Ethical Marketing Claims in Alliance-Branded Products: A Study of Nigerian Fast-Moving Consumer Goods Manufacturing Companies. AKSU Journal of Management Sciences (AKSUJOMAS), A Publication of the Faculty of Management Sciences, Akwa Ibom State University, Obio Akpa Campus. 11(4), 149-170