International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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The Effectiveness of Sustainable Marketing Practices in Influencing Consumer Behaviour and Brand Loyalty

Author(s) Prastuti Sarmah, Anubhav Pratap Singh
Country India
Abstract This research endeavours to comprehensively examine the role of sustainable marketing practices in influencing consumer behaviour and cultivating brand loyalty within the contemporary marketplace. Specifically, it seeks to elucidate how consumers respond to companies employing eco-friendly packaging and ethical sourcing practices, aiming to shed light on the mechanisms through which sustainable initiatives impact consumer-brand interactions.
We employed a rigorous mixed-methods approach, this study integrates qualitative and quantitative methodologies to provide a holistic understanding of the phenomenon under investigation. Qualitative data collection will involve in-depth interviews and focus group discussions with consumers from diverse demographics to capture nuanced insights into their perceptions, attitudes, and behaviours towards sustainable marketing practices. Subsequently, quantitative surveys will be administered to a large and diverse sample of consumers, allowing for statistical analysis employing techniques such as regression analysis and structural equation modelling. This combined approach enables the exploration of both the depth and breadth of consumer responses to sustainable marketing practices.
The findings of this research underscore the significant influence of sustainable marketing practices on consumer behaviour and brand loyalty. It reveals that consumers exhibit heightened interest and favourable responses towards companies implementing eco-friendly packaging and ethical sourcing practices. Such initiatives not only influence consumers' purchasing decisions but also foster a sense of trust, affiliation, and loyalty towards brands committed to sustainability. Moreover, the study identifies various demographic and psychographic factors that moderate the relationship between sustainable marketing practices and consumer behaviour, providing valuable insights for marketers seeking to tailor their strategies effectively.
This study contributes to the existing body of literature by offering empirical evidence on the effectiveness of sustainable marketing practices in driving consumer behaviour and fostering brand loyalty. The insights garnered from this research have practical implications for marketers, policymakers, and businesses, offering actionable strategies to enhance the adoption of sustainable practices and strengthen consumer-brand relationships in an increasingly environmentally conscious marketplace.
Keywords Sustainable marketing, Consumer behaviour, Brand loyalty, Eco-friendly packaging, Ethical sourcing, Mixed-methods approach, Qualitative research, Quantitative research, Regression analysis, Structural equation modelling.
Published In Volume 6, Issue 2, March-April 2024
Published On 2024-03-06
Cite This The Effectiveness of Sustainable Marketing Practices in Influencing Consumer Behaviour and Brand Loyalty - Prastuti Sarmah, Anubhav Pratap Singh - IJFMR Volume 6, Issue 2, March-April 2024. DOI 10.36948/ijfmr.2024.v06i02.14601
DOI https://doi.org/10.36948/ijfmr.2024.v06i02.14601
Short DOI https://doi.org/gtmbgn
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