SUSTAINABILITY MARKETING AND GREEN CONSUMER BEHAVIOR: AN EMPIRICAL STUDY OF BRAND LOYALTY FORMATION

Abstract

The alteration of the global environment with the aim of equipping the environment to be sustainable has brought about a radical transformation in the nature of marketing as well as the decision making of the consumers. The paper will go on to analyze the role the sustainability marketing strategies will play in influencing the green consumer behavior and help to create brand loyalty. It utilized empirical research design and gathered information using 420 respondents who had a variety of number of sectors, one of which was fast-moving consumer goods (FMCG). The investigator adopted the structural equation modeling (SEM) technique in investigating the connection between sustainability marketing activities, green consumer behaviour and brand loyalty. It indicates that the green consumer behavior which is a mediating factor between the sustainability programs and the brand loyalty is directly influenced by the sustainability marketing. Besides that, the important psychological processes, which strengthen this relationship were consumer trust and consumer satisfaction. The study discovers that the authentic and transparent sustainability marketing not only raises the levels of consumer trust, but also a strategic instrument to building the long term brand loyalty. The work is included among the growing body of literature on sustainable marketing since it offers both theoretical and practical implications on how this can be achieved to generate sustainable customer bases which are retained to business organizations in competitive markets.