Sustainable Marketing Strategies: A Pathway to Consumer Loyalty and Brand Equity in the Green Economy

Abstract

In the evolving landscape of global business, sustainability has emerged as a key differentiator influencing consumer behavior and brand loyalty. This study explores the role of sustainable marketing strategies in shaping consumer loyalty and enhancing brand equity within the context of the green economy. The paper investigates the effectiveness of eco- friendly practices such as green product innovation, ethical pricing, sustainable distribution, and responsible promotion in fostering trust and long-term consumer engagement. Using primary data collected from 100 respondents, statistical analyses including Chi-square and ANOVA were employed to identify relationships between demographic variables and perceptions of green marketing. The findings reveal that consumers, especially younger generations, are more inclined to support brands that actively embrace ustainability and transparency. The study further highlights the impact of CSR initiatives, digital campaigns, and social influence on purchasing decisions. It concludes with strategic recommendations for businesses aiming to align profitability with environmental responsibility, emphasizing that sustainable marketing is no longer optional but essential for long-term success.