Sustainable Consumer Behaviour and Green Marketing Strategies: Examining Their Influence on Brand Loyalty in Emerging Markets

Abstract

The increasing concerns about the environment and rising consumer awareness has prompted businesses to consider sustainable practices and green marketing strategies in deriving close customer relationships. In this paper, we will examine the influence of these two terms, sustainable consumer behaviour and green marketing policies on brand loyalty in the new economies. It employed qualitative based research design on a structured questionnaire to be mailed to 250 respondents. Descriptive statistics, reliability analysis, Pearson correlation and multiple regression analysis were used to analyse the obtained data using SPSS. The reliability test could confirm the good internal consistency with Cronbach's Alpha coefficients of 0.891

in terms of sustainable consumer behaviour, 0.876 in terms of green marketing strategies and 0.903 in terms of

brand loyalty. Correlation analyses indicated that sustainable consumer behaviour and brand loyalty (r = 0.691, p < 0.01) and green marketing strategies and

brand loyalty (r = 0.734, p < 0.01) had a strong correlation. Multiple regression analysis showed that sustainable consumer behaviour ( = 0.372, p < 0.001), were found to have a substantive effect on brand loyalty with the overall model explaining 65.2% of the total variation (R 2 = 0.652). The results show that green marketing approaches have a little more impact on brand loyalty as compared to sustainable consumer behaviour. The paper finds that to increase consumer confidence, lead to repeat purchasing behaviour and gain competitive advantage over the long run, organisations working in emerging markets need to

ensure that genuine sustainability efforts and portentous green marketing are key parts of business strategies.