TITLE:
Consumer Behavior of Firestone Liberia
AUTHORS:
Yealu G. Kogar, Jihong Shao
KEYWORDS:
Consumer Behavior Green Marketing, Sustainability, Consumer Engagement, Brand Loyalty, Corporate Social Responsibility (CSR)
JOURNAL NAME:
Open Access Library Journal,
Vol.12 No.3,
March
20,
2025
ABSTRACT: Firestone Liberia, a subsidiary of the American multinational company firestone tire and Rubber Company, is one of Liberia’s largest employers and a major contributor to the country’s economy. Established in 1926, the company operates one of the world’s largest rubber plantations, producing natural rubber for global tire manufacturers. In the context of Liberia, Firestone’s consumer base includes local populations who are directly or indirectly involved with the company (e.g., employees, suppliers, or local communities), as well as urban consumers who use products made from Firestone’s rubber. Understanding consumer behavior toward Firestone in Liberia requires examining the influence of factors like the company’s labor practices, product quality, corporate social responsibility (CSR) efforts, and socio-political dynamics. This study explores the consumer behavior of Firestone Liberia, focusing on the impact of green marketing strategies, sustainability initiatives, and local market dynamics. Firestone Liberia, a prominent rubber producer in the country, has increasingly adopted eco-friendly practices to address both environmental and social challenges. The study aims to analyze consumer behavior towards Firestone Liberia by assessing their awareness, perceptions, and purchasing decisions related to the company’s products and sustainability initiatives. The research also examines the impact of green marketing strategies on consumer engagement and evaluates Firestone’s corporate social responsibility efforts in fostering consumer trust and loyalty. Additionally, the study explores how environmental concerns influence consumers’ attitudes toward Firestone’s brand. The research examines how these initiatives shape consumer preferences, loyalty, and purchasing decisions, particularly in a developing market like Liberia. By analyzing consumer perceptions of sustainable products, the study identifies key factors influencing their behavior, including price sensitivity, environmental awareness, and the perceived social responsibility of the company.