Impact of Sustainability Marketing on the Consumer Preference of Bakery Products (a Study of Fortunate Bakery)

In recent years, rising environmental concerns and the global shift towards sustainable practices have influenced both corporate strategies and consumer behaviours across industries. The bakery industry, known for its intensive resource consumption and packaging waste, is increasingly adopting sustainability marketing to align with consumer expectations for ethical and eco-friendly products. This study investigates the impact of sustainability marketing on consumer preference for bakery products, using Fortunate Bakery in Ilorin, Nigeria, as a case study. The main objective of the research was to examine how various components of sustainability marketing specifically eco-friendly products, fair-pricing strategies, transparent communication, and ethical packaging affect consumers’ preferences for bakery items. The study employed the Theory of Planned Behaviour as its theoretical foundation, recognising that attitudes, perceived behavioural control, and social norms influence customer purchasing intentions. The research adopted a descriptive survey design and relied on primary data collected through structured questionnaires. A sample of 346 was determined using Godden’s formula for an unknown population, of which 319 responses were valid and analysed. Data analysis was conducted using both descriptive statistics and multiple regression analysis to test the formulated hypotheses at a 0.05 significance level. The findings revealed a statistically significant relationship between sustainability marketing variables and consumer preference. Specifically, eco-friendly products (β = 0.708, p < 0.05), fair-pricing (β = 0.713, p < 0.05), transparent communication (β = 0.781, p < 0.05), and ethical packaging (β = 0.785, p < 0.05) each had a positive and significant influence on consumer preference. The R-squared values across all hypotheses ranged from 0.501 to 0.616, indicating that over 50 percent of the variation in consumer preference could be explained by the independent variables. The study concludes that sustainability marketing plays a crucial role in shaping consumer choices in the bakery sector. Consumers are more likely to support brands that demonstrate environmental consciousness, transparent practices, and fair pricing. Based on these findings, it is recommended that bakery businesses integrate sustainabilityfocused strategies into their marketing efforts. This includes investing in eco-friendly product innovations, adopting fair pricing mechanisms, improving the clarity of sustainability information, and using ethical packaging. By doing so, bakery brands can enhance customer loyalty, differentiate their offerings in a competitive market, and contribute meaningfully to global sustainability goals.