Sustainable Marketing Strategies: Determining Consumer Perception and Loyalty of the Brand

Abstract

This paper discusses the ways through which sustainable and green marketing practices affect consumer perception and brand loyalty. Due to pressure emanating from green consumers and environmental concerns, it has become inevitable for companies to use sustainable resources. As this may be right in many ways, the truth is that present consumers mostly give consideration to product quality and environmental claims on products. The study thus focuses on how such practices enhance brand loyalty based on product quality, environmental claims, and consumer trust. Through this study, it was found that generally, there is an increase in brand loyalty with the aid of data that was sourced from primary sources through different surveys and the analysis of the secondary dataset relating to consumer behavior and sustainability. However, it has to do more with the authenticity of the claims, and results show a diversified impact on most industries.