Green Marketing and Brand Loyalty: Examining the Role of Consumer Environmental Awareness
Keywords:
green marketing, brand loyalty, consumer environmental awareness, green purchase behaviour, green brand equity, sustainable consumptionAbstract
Growing ecological degradation, tightening environmental regulation and a visible shift in consumer values have together pushed green marketing from a peripheral public-relations exercise to a central element of brand strategy. While a considerable body of work has established that environmentally responsible marketing influences purchase intention, comparatively less attention has been paid to the question of whether such practices translate into durable brand loyalty, and whether the consumer's own level of environmental awareness conditions that relationship. The present study addresses this gap by empirically examining the association between perceived green marketing practices, consumer environmental awareness and brand loyalty. Primary data were gathered from 160 consumers through a structured questionnaire administered using a purposive-cum-convenience sampling procedure. The instrument contained five demographic questions and ten statements measured on a five-point Likert scale, covering three constructs: consumer environmental awareness, perceived green marketing practices and brand loyalty. The data were analysed in SPSS using reliability analysis, descriptive statistics, Pearson product-moment correlation, multiple linear regression, an independent-samples t-test and one-way analysis of variance.
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