The Impact of Eco-Friendly Practices of Manufcturing on Consumer Loyalty with A Special Reference to Waves Footwear.

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.