Exploring the relationship between sustainability claims, Consumer Perceptions, and brand loyalty towards green marketing

Abstract

As sustainability has become a priority, green marketing has changed from a niche to a core strategy for brands. Increasing awareness of environmental and social issues has encouraged both companies and consumers to rethink their choices. Green marketing centres on promoting sustainable, environmentally friendly, and socially conscious goods. Still, discussion continues about whether sustainability claims lead to long-term brand loyalty.

This research examines how consumers interpret sustainability messages. The psychological and behavioural responses show how sustainability claims affect brand trust, consumer attitudes, emotional connection and long-term loyalty. The quantitative data were collected from a diverse demographic. The findings suggest that sustainability claims do influence consumers' perceptions, trust, loyalty, and emotional attachment. The study also highlights the risks of greenwashing, when brands make exaggerated, unverified environmental claims that damage long-term loyalty. The results show that credibility and transparency are crucial, and their effects differ across demographic groups, with younger consumers and those with stronger environmental responsibility exhibiting higher commitment to a sustainable brand. This study also identifies the factors influencing consumer loyalty in a changing eco-conscious marketplace. The findings provide practical solutions to improve green marketing strategies.