ENHANCING CUSTOMER LOYALTY THROUGH ECO-MARKETING STRATEGIES
DOI:
https://doi.org/10.5281/zenodo.17447641Keywords:
eco-marketing, customer loyalty, green marketing, sustainability, environmental awareness, consumer behaviorAbstract
This article analyzes effective methods of enhancing customer loyalty through eco-marketing strategies. It
substantiates that marketing approaches developed with consideration of consumers' environmental awareness can
signifcantly increase brand trust and customer retention. The study examines the impact of eco-friendly products, green
branding, and socially responsible advertising on consumer behavior and loyalty formation.
References
Chan, R. Y. K. (2001). Determinants of Chinese consumers’ green purchase behavior. Psychology & Marketing, 18(4),
–413. https://doi.org/10.1002/mar.1013
Grimmer, M., & Bingham, T. (2013). Company environmental performance and consumer purchase intentions. Journal
of Business Research, 66(10), 1945–1953. https://doi.org/10.1016/j.jbusres.2013.02.017
Hartmann, P., & Ibáñez, V. A. (2006). Green value added: companies’ communication of environmental performance
and its impact on consumer purchase behavior. Journal of Marketing Management, 22(9-10), 1065–1088. https://doi.
org/10.1362/026725706778612116
Kotler, P., & Keller, K. L. (2012). Marketing Management (14th ed.). Pearson Education.
Laroche, M., Bergeron, J., & Barbaro-Forleo, G. (2001). Targeting consumers who are willing to pay more for
environmentally friendly products. Journal of Consumer Marketing, 18(6), 503–520. https://doi.org/10.1108/
EUM0000000006155
Lim, W. M., Yap, S. F., & Makkar, M. (2022). Eco-friendly purchase behavior: A digital transformation perspective.
Journal of Business Research, 139, 1256–1268. https://doi.org/10.1016/j.jbusres.2021.10.077
McDonald, S., & Oates, C. J. (2006). Sustainability: Consumer perceptions and marketing strategies. Business Strategy
and the Environment, 15(3), 157–170. https://doi.org/10.1002/bse.524
Morgan, R. M., & Hunt, S. D. (1994). The commitment–trust theory of relationship marketing. Journal of Marketing,
(3), 20–38. https://doi.org/10.2307/1252308
Ottman, J. A., Stafford, E. R., & Hartman, C. L. (2006). Avoiding green marketing myopia: Ways to improve consumer
appeal for environmentally preferable products. Environment: Science and Policy for Sustainable Development, 48(5),
–36. https://doi.org/10.3200/ENVT.48.5.22-36
Peattie, K. (1995). Environmental Marketing Management: Meeting the Green Challenge. Pitman Publishing.
Peattie, K., & Crane, A. (2005). Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research, 8(4),
–370. https://doi.org/10.1108/13522750510619733
Rahbar, E., & Wahid, N. A. (2011). Investigation of green marketing tools’ effect on consumers’ purchase behavior.
Business Strategy Series, 12(2), 73–83. https://doi.org/10.1108/17515631111114877
TerraChoice. (2010). The sins of greenwashing: Home and family edition. Available at: https://sinsofgreenwashing.com
