Effect of Green Marketing on Brand Loyalty

Abstract : Environmental concerns have increasingly influenced consumer purchasing behavior, leading firms to adopt green marketing strategies. This study examines the impact of green marketing on brand loyalty by analyzing factors such as environmental awareness, brand image, and brand trust. A quantitative research design was adopted using structured questionnaires collected from 120 respondents. Statistical tools such as descriptive analysis and correlation analysis were used to evaluate the relationship between green marketing practices and customer loyalty. The findings indicate that green marketing positively influences consumer loyalty by enhancing trust and improving brand perception. The study concludes that organizations should adopt authentic and transparent sustainability practices to strengthen long-term customer relationships.