SUSTAINABLE CONSUMERISM: HOW GREEN MARKETING STRATEGIES INFLUENCE BRAND LOYALTY
DOI:
https://doi.org/10.31539/costing.v7i6.14282Keywords:
Green Marketing, Brand Loyalty, Sustainable Consumer BehaviorAbstract
This study explores the impact of green marketing strategies on brand loyalty among environmentally conscious consumers. As consumer demand for sustainable products rises, brands are increasingly adopting green marketing practices, including eco-friendly packaging, transparent sustainability claims, and social initiatives. This research employs a qualitative approach with a phenomenological design to understand consumer perceptions and experiences related to these strategies. Data were collected through in-depth interviews and focus group discussions with participants selected for their demonstrated environmental awareness and loyalty to green brands. Thematic analysis of the data revealed that transparency, product quality, brand integrity, and consumer engagement are key factors enhancing brand loyalty in the context of green marketing. Findings contribute to the green marketing literature by identifying effective strategies for building long-term consumer loyalty. This research also underscores the potential of green marketing to align with sustainable consumer behaviors and support broader environmental policies. Future research should consider a quantitative approach or explore industry-specific green marketing dynamics.
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Wang, Y., Li, Y., & Zhao, X. (2023). The impact of green advertising on consumer purchase intention: The mediating role of green brand image and green trust. Journal of Business Research, 154, 113312. https://doi.org/10.1016/j.jbusres.2022.113312
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114–122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Bhattacharya, C. B., & Sen, S. (2021). Corporate social responsibility in marketing: A review of the state of research and directions for the future. Journal of Marketing, 85(4), 1-17. https://doi.org/10.1177/00222429211031233
Kollmuss, A., & Agyeman, J. (2020). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239-260. https://doi.org/10.1080/13504620220145401
Simpson, D., & Taylor, J. (2021). Corporate sustainability, reputation and competitive advantage: A review and future research agenda. Business Strategy and the Environment, 30(2), 1011-1024. https://doi.org/10.1002/bse.2695
Hartmann, P., & Apaolaza, V. (2022). Consumer responses to green advertising: The impact of positive emotional appeals. Journal of Business Research, 96, 120-130. https://doi.org/10.1016/j.jbusres.2022.01.014
Lin, Y., & Hsu, Y. (2023). The effects of green product innovation on brand loyalty. Journal of Cleaner Production, 284, 124–131. https://doi.org/10.1016/j.jclepro.2023.126116
Lee, K., & Kotler, P. (2021). Green marketing: Opportunities and challenges. Sustainable Marketing, 12(8), 1307–1318. https://doi.org/10.1016/j.susmar.2020.09.013
Alamsyah, D. P., Othman, N. A., & Mohammed, H. (2022). Green marketing in the digital age: A systematic literature review. Sustainability, 15(16), 12369. https://doi.org/10.3390/su151612369
Braun, V., & Clarke, V. (2006). Using thematic analysis in psychology. Qualitative Research in Psychology, 3(2), 77–101. https://doi.org/10.1191/1478088706qp063oa
Chen, Y.-S., Lin, C.-Y., & Weng, C.-S. (2020). The influence of environmental commitment on green marketing and green performance. Sustainability, 12(14), 5565. https://doi.org/10.3390/su12145565
Chen, Y.-S., & Chang, C.-H. (2013). Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1360-0
Du, S., Bhattacharya, C. B., & Sen, S. (2007). Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing, 24(3), 224–241. https://doi.org/10.1016/j.ijresmar.2007.01.001
Freeman, R. E. (1984). Strategic management: A stakeholder approach. Pitman.
Goh, S. K., & Balaji, M. S. (2022). Linking green skepticism to green purchase behavior: The moderating role of green product knowledge. Journal of Retailing and Consumer Services, 64, 102778. https://doi.org/10.1016/j.jretconser.2021.102778
Kumar, P., & Christodoulopoulou, A. (2014). Sustainability and branding: An integrated perspective. Industrial Marketing Management, 43(1), 6–15. https://doi.org/10.1016/j.indmarman.2013.06.008
Leonidou, C. N., Katsikeas, C. S., & Morgan, N. A. (2013). "Greening" the marketing mix: Do firms do it and does it pay off? Journal of the Academy of Marketing Science, 41(2), 151–170. https://doi.org/10.1007/s11747-012-0317-2
Magnier, L., & Schoormans, J. (2017). How do packaging material, colour and environmental claim influence package, brand and product evaluations? Packaging Technology and Science, 30(11), 735–751. https://doi.org/10.1002/pts.2318
Martínez, P. (2015). Customer loyalty: Exploring its antecedents from a green marketing perspective. International Journal of Contemporary Hospitality Management, 27(5), 896–917. https://doi.org/10.1108/IJCHM-03-2014-0115
Mukonza, C., & Swarts, I. (2020). The influence of green marketing strategies on business performance and corporate image in the retail sector. Business Strategy and the Environment, 29(3), 838–845. https://doi.org/10.1002/bse.2401
Nguyen, T. N., Lobo, A., & Greenland, S. (2021). The influence of cultural values on green purchase behaviour. Marketing Intelligence & Planning, 39(2), 236–250. https://doi.org/10.1108/MIP-08-2020-0337
Nyumba, T. O., Wilson, K., Derrick, C. J., & Mukherjee, N. (2018). The use of focus group discussion methodology: Insights from two decades of application in conservation. Methods in Ecology and Evolution, 9(1), 20–32. https://doi.org/10.1111/2041-210X.12860
Nekmahmud, M., & Fekete-Farkas, M. (2020). Why not green marketing? Determinants of consumers’ intention to green purchase decision in a new developing nation. Sustainability, 12(19), 7880. https://doi.org/10.3390/su12197880
Parguel, B., Benoît-Moreau, F., & Larceneux, F. (2011). How sustainability ratings might deter 'greenwashing': A closer look at ethical corporate communication. Journal of Business Ethics, 102(1), 15–28. https://doi.org/10.1007/s10551-011-0901-2
Pancić, M., Serdarušić, H., & Ćućić, D. (2023). Green marketing and repurchase intention: Stewardship of green advertisement, brand awareness, brand equity, green innovativeness, and brand innovativeness. Sustainability, 15(16), 12534. https://doi.org/10.3390/su151612534
Saeed, M., Ahmed, A., Boğan, E., Abul, O., & Qammar, A. (2023). ‘Buying green’: The role of green customer-based brand equity in shaping customers’ green buying behavior. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-023-04110-2
Sujanska, L., & Nadanyiova, M. (2024). Green marketing and brand perception: Unveiling the consumer perspective. In Corporate Practices: Policies, Methodologies, and Insights in Organizational Management (pp. 951–962). Springer. https://doi.org/10.1007/978-981-97-0996-0_56
Wang, Y., Li, Y., & Zhao, X. (2023). The impact of green advertising on consumer purchase intention: The mediating role of green brand image and green trust. Journal of Business Research, 154, 113312. https://doi.org/10.1016/j.jbusres.2022.113312
Yadav, R., & Pathak, G. S. (2017). Determinants of consumers' green purchase behavior in a developing nation: Applying and extending the theory of planned behavior. Ecological Economics, 134, 114–122. https://doi.org/10.1016/j.ecolecon.2016.12.019
Bhattacharya, C. B., & Sen, S. (2021). Corporate social responsibility in marketing: A review of the state of research and directions for the future. Journal of Marketing, 85(4), 1-17. https://doi.org/10.1177/00222429211031233
Kollmuss, A., & Agyeman, J. (2020). Mind the gap: Why do people act environmentally and what are the barriers to pro-environmental behavior? Environmental Education Research, 8(3), 239-260. https://doi.org/10.1080/13504620220145401
Simpson, D., & Taylor, J. (2021). Corporate sustainability, reputation and competitive advantage: A review and future research agenda. Business Strategy and the Environment, 30(2), 1011-1024. https://doi.org/10.1002/bse.2695
Hartmann, P., & Apaolaza, V. (2022). Consumer responses to green advertising: The impact of positive emotional appeals. Journal of Business Research, 96, 120-130. https://doi.org/10.1016/j.jbusres.2022.01.014
Lin, Y., & Hsu, Y. (2023). The effects of green product innovation on brand loyalty. Journal of Cleaner Production, 284, 124–131. https://doi.org/10.1016/j.jclepro.2023.126116
Lee, K., & Kotler, P. (2021). Green marketing: Opportunities and challenges. Sustainable Marketing, 12(8), 1307–1318. https://doi.org/10.1016/j.susmar.2020.09.013
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2024-12-31
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