Abstract:
In recent years, eco-friendly practices have gained increasing attention in global marketing strategies due to
growing consumer awareness of environmental sustainability. In Sri Lanka, companies are gradually integrating
sustainable initiatives to align with international trends and evolving consumer preferences. Waves Footwear,
a prominent brand in Sri Lanka’s footwear industry, has adopted several green practices, including the use of
recycled PET bottles for yarn production, energy-efficient manufacturing, and waste minimization processes.
This study investigates the impact of such eco-friendly manufacturing practices on consumer loyalty toward
Waves Footwear. It aims to evaluate which sustainability initiatives most significantly influence customer
retention and brand commitment. A quantitative research method was adopted using a structured questionnaire
distributed to 252 respondents. Convenience sampling was used to collect data, and responses were analyzed
using Descriptive Statistics, Reliability Testing, Correlation Analysis, and Multiple Regression Analysis via
SPSS software. The findings revealed that energy-efficient manufacturing and PET recycling had the most
significant positive impact on consumer loyalty. Recycled materials and product recycling programs showed
moderate influence, while waste minimization efforts were not statistically significant. The results emphasize
the importance of visible and consumer-facing sustainability practices in building brand loyalty. This research
contributes to the growing body of knowledge on green marketing and provides practical insights for footwear
companies and policymakers in Sri Lanka seeking to promote environmentally responsible consumption
through targeted eco-friendly strategies.
