SUSTAINABLE MARKETING: DOES IT DRIVE CONSUMER LOYALTY?

Abstract

This research theorizes the effect of sustainable marketing on consumer loyalty, concentrating on what led to commitment on green and ethical initiatives. A research which involved 29 participants was used to compare the role of sustainability on the perceptions, buying behaviour and brand loyalty of consumers. The findings show that sustainable marketing increases brand loyalty with trust and authenticity as psychological factors. While customers today are willing to pay more for brands that are committed to being sustainable, it seems that customer loyalty requires consistency and openness about sustainability activities. The study contributes to the literature on the part played by sustainability on the creation of consumer loyalty and provides useful implications for managers who seek to reinforce customer loyalty by incorporating sustainable marketing practices into their strategic plans.