Running Title:
Brand Positioning of Green Products in African Urban Markets
Abstract
The growing importance of sustainability and environmental protection has placed green products at the forefront of global consumer markets. In Africa, where urbanization is rapidly accelerating and middle-class populations are expanding, opportunities for green products are significant but underdeveloped. Despite increased awareness of climate change and ecological risks, consumer adoption of eco-friendly goods in African urban markets remains relatively low. One critical factor influencing adoption is effective brand positioning. This paper investigates how businesses can strategically position green products to build consumer trust, differentiate themselves in competitive markets, and drive sustainable consumption. Drawing on a review of existing literature, secondary data analysis, and case studies from emerging African urban centres, the study identifies key positioning strategies such as value-based branding, affordability framing, social media advocacy, and cultural alignment with African values of community and responsibility. Findings reveal that brand positioning plays a pivotal role in overcoming barriers such as cost perceptions, limited awareness, and skepticism about the authenticity of green claims. The study provides implications for marketers, entrepreneurs, and policymakers. Businesses can leverage clear sustainability narratives and digital marketing platforms to shape consumer perceptions, while governments can support eco-labeling and consumer education. Ultimately, effective brand positioning can accelerate the growth of green markets in Africa, aligning consumer behaviour with global sustainability goals.
Keywords: Brand Positioning, Green Products, African Urban Markets, Sustainable
Consumption, Consumer Behaviour, Eco-Friendly Goods
