Examining the effect of green marketing strategies on brand loyalty and corporate image

Abstract

Green marketing has changed from a niche concept to a conventional strategic tool used by organizations to segregate themselves in competitive markets. With growing environmental awareness, customers expect companies to implement planet-friendly practices. Green marketing comprises eco-design, recyclable wrapping, green logistics, energy-efficient industrial & manufacturing works & green promotion movements. These creativities not only address environmental concerns but also stimulus customer behavior by growing trust of consumers, brand loyalty & brand positive image. This study observes how green marketing tactics impact brand loyalty (bl) & corporate image (ci) among consumers in the fmcg as well as retail sectors. A organized & systematic questionnaire was administered to 143 respondents & various statistical methods including descriptive analysis, reliability test, kmo measure & bartlett’s test, factor analysis (pca), correlation analysis, regression test, anova test, independent sample t-test & chi_square test were applied by using spss software/ amos framework. Results approve that green merchandise, green promotion, green valuing & green supply significantly affects both brand loyalty (bl) & corporate image (ci). Comparative analysis was also done across demographics that indicates significant differences in observations among age as well as educational groups. The findings emphasize that sustainable practices are vital in refining customer retention rate & enhancing organizational reputation.