Green Marketing (GM) Strategies and their Influence on Brand Loyalty & Corporate Image

Abstract

In the contemporary marketplace, green marketing (GM) has emerged as a vital strategy for companies engaging to attract environmentally-conscious consumers. As environmental concerns gain prominence, consumers are more inclined to support brands that demonstrate eco-responsibility. Green marketing (GM) involves developing & promoting products and services based on their environmental benefits. Companies adopt green strategies such as eco-packaging, green advertising & environmentally sound manufacturing to enhance their appeal. This study examines the impact of green marketing (GM) strategies on brand loyalty (BL) & corporate image (CI). As environmental consciousness grows among consumers, companies are increasingly adopting eco-friendly practices to improve their market position. A structured questionnaire was administered to 115 consumers across several retail sectors. The study employed descriptive statistics, correlation analysis & regression analysis to examine the influence of green marketing elements such as green packaging, eco-labeling as well as sustainability messaging. The results indicate a positive & statistically significant relationship between green marketing (GM) strategies & both brand loyalty (BL) and corporate image (CI).