Journal Press India^®

Author Details ( * ) denotes Corresponding author

This study explores the impact of green marketing on consumer perceptions of brand sustainability and loyalty. With growing environmental awareness, consumers increasingly favor brands that demonstrate genuine eco-friendly practices. This research examines how green marketing affects consumer trust and loyalty, particularly in sustainability-driven markets. Findings indicate a positive correlation between effective green marketing and enhanced brand loyalty, emphasizing the importance of transparency and authenticity in environmental claims. Brands that effectively communicate their sustainability efforts build stronger customer relationships, fostering long-term loyalty. This study highlights the need for businesses to align marketing strategies with genuine green practices to engage eco-conscious consumers.

Keywords

Green marketing; Consumer perception, Brand loyalty; Sustainability; Authenticity

1. Rahman, I., & Reynolds, D. (2016). The impact of marketing ethicality on customer loyalty: The mediating role of customer satisfaction. Journal of Retailing and Consumer Services, 31, 154–162. Retrieved from https://doi.org/10.1016/j.jretconser.2016.03.001
2. Agu, E. E. & Iyelolu, T. V. (2020). Transparent sustainability practices and brand loyalty: Building consumer trust. Journal of Sustainable Business, 12(4), 325-338.
3. Bhatia, M. & Jain, A. (2013). Green marketing: A study of consumer perception and preferences in India. Electronic Green Journal, 1(36). Retrieved from https://doi.org/10.50 70/G3136023201
4. Choi, M. & Kim, S. (2022). The effect of green brand knowledge and attitudes on purchase intentions. Journal of Consumer Research, 31(2), 98-110.
5. Gahlot Sarkar, J., Sarkar, A. & Yadav, R. (2019). Brand it green: Young consumers’ brand attitudes and purchase intentions toward green brand advertising appeals. Young Consumers, 20(3), 190-207. Retrieved from https://doi.org/10.1108/YC-02-2019-0907
6. Kewakuma, A. S. V., Rofiaty, R. & Ratnawati, K. (2021). The effect of green marketing strategy on customer loyalty mediated by brand image. JBTI: Jurnal Bisnis: Teori Dan Implementasi, 12(1), 1-11. Retrieved from https://doi.org/10.21107/jbti.v12i1.11647
7. Kewakuma, A. S. V., Rofiaty, R. & Ratnawati, R. (2022). The impact of green marketing on consumer loyalty. International Journal of Marketing Studies, 14(1), 52-67.
8. Kuchinka, D. G., Balazs, S. & Gavriletea, M. D. (2021). Consumer loyalty to sustainable brands: The role of pro-environmental attitudes. Sustainability, 13(10), 5331.
9. Kuchinka, D. G., Balazs, S., Gavriletea, M. D. & Djokic, B. B. (2018). Consumer attitudes toward sustainable development and risk to brand loyalty. Sustainability, 10(4), 997. Retrieved from https://doi.org/10.3390/su10040997
10. Lin, J., Lobo, A. & Leckie, C. (2019). Green brand innovativeness and knowledge: Effects on purchase intention. Journal of Brand Management, 26(5), 479-491.
11. Lin, J., Lobo, A. & Leckie, C. (2019). The influence of green brand innovativeness and value perception on brand loyalty: The moderating role of green knowledge. Journal of Strategic Marketing, 27(1), 81-95. Retrieved from https://doi.org/10.1080/0965254X.2017.1404345
12. Martínez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896-917. Retrieved from https://doi.org/10.1108/IJCHM-03-2014-0142
13. Martinez, P. (2015). The antecedents of customer loyalty: Sustainable practices and green branding. Journal of Marketing Sustainability, 8(3), 213-226.
14. Martínez-Falcó, J., Sánchez-García, E., Marco-Lajara, B. & Lee, K. (2024). Green supply chain management and sustainable performance: Exploring the role of green ambidexterity innovation and top management environmental awareness. Business Process Management Journal, 30(6), 1824-1847. Retrieved from https://doi.org/10.1108/BPMJ-03-2023-0625
15. Nair, S. & Subramanian, P. (2023). The influence of green consumerism on purchase behavior in India. International Journal of Consumer Studies, 47(6), 1331-1343.
16. Plötz, S., Martinez, L. M., Martinez, L. F. & Ramos, F. R. (2023, April). The influence of TikTok videos on German Gen Z consumers’ attitude and purchase intention towards sustainable brands. In Digital Marketing & eCommerce Conference (pp. 270-289). Cham: Springer Nature Switzerland. Retrieved from https://doi.org/10.1007/978-3-031-30802-9_24
17. Punitha, S., Aziz, Y. A. & Abd Rahman, A. (2016). Consumers’ perceptions of green marketing in the hotel industry. Asian Social Science, 12(1), 1. Retrieved from https://doi.org/ 10.5539/ass.v12n1p1
18. Reddy, K. P., Chandu, V., Srilakshmi, S., Thagaram, E., Sahyaja, C. & Osei, B. (2023). Consumers’ perception on green marketing towards eco-friendly fast moving consumer goods. International Journal of Engineering Business Management, 15. Retrieved from https://doi.org/10.1177/18479790231170962
19. Schultz, D. E. & Block, M. P. (2015). Beyond brand loyalty: Brand sustainability. Journal of Marketing Communications, 21(5), 340-355. Retrieved from https://doi.org/10.1080/135272 66.2013.854548
20. Škatarić, G., Vlahović, B., Užar, D., Spalevic, V. & Novićević, R. (2021). The influence of green marketing on consumer environmental awareness. Poljoprivreda i Sumarstvo, 67(2), 21-36. Retrieved from https://doi.org/10.5937/poljoprivredasumarstvo2102021S
21. Tanveer, M., Ahmad, A. R., Mahmood, H. & Haq, I. U. (2021). Role of ethical marketing in driving consumer brand relationships and brand loyalty: A sustainable marketing approach. Sustainability, 13(12), 6839.
22. Tariq, H., Ali, Z., et al. (2021). Green brand knowledge and its influence on purchase intentions. Journal of Environmental Marketing, 19(3), 205-217.
23. Xie, Y. & Zhao, L. (2024). The role of green brand positioning in sustainable brand purchase intentions. Journal of Brand Strategy, 23(4), 377-392.