EFFECTIVENESS OF GREEN MARKETING STRATEGIES ON BRAND IMAGE AND CONSUMER LOYALTY

Abstract

Green marketing has emerged as a strategic approach for businesses aiming to enhance brand image and foster consumer loyalty in an increasingly environmentally conscious market. This study investigates the effectiveness of green marketing strategies on brand image and consumer loyalty, with a focus on analysing how sustainable practices influence consumer perceptions and long-term engagement. The research employs a quantitative approach, collecting data from 200 respondents through structured questionnaires. The primary objectives of the study are to assess the impact of eco-friendly product features, sustainable packaging, green advertising, and corporate social responsibility (CSR) initiatives on brand image and customer loyalty. Statistical analyses, including correlation and regression techniques, are utilized to evaluate the relationships between green marketing strategies and consumer responses. The findings indicate that green marketing strategies positively and significantly impact brand image, leading to enhanced consumer loyalty. Among the strategies analysed, CSR initiatives and sustainable packaging emerged as the most influential factors. Consumers perceive brands that actively engage in eco-friendly practices as more trustworthy and responsible, which directly contributes to brand loyalty and repeat purchase intentions. Furthermore, the study highlights that consumer demographics, such as age and environmental awareness, moderate the relationship between green marketing strategies and brand perception. Younger consumers and those with higher environmental awareness exhibit stronger loyalty toward brands with sustainable practices. The research contributes to the existing literature by emphasizing the strategic role of green marketing in building a positive brand image and fostering consumer loyalty. It also offers practical insights for marketers to develop effective green campaigns and communication strategies that resonate with environmentally conscious consumers. The study concludes that businesses aiming to enhance brand equity and customer retention should prioritize transparency, eco-friendly innovations, and active communication about their sustainability efforts.