Strategic Approaches to Sustainable Marketing for Enhancing Brand Loyalty in Green Consumer Markets

Febryanthi Setia Ningsi ()
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Febryanthi Setia Ningsi: Hasanuddin University

A chapter in Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025), 2026, pp 2139-2154 from Springer

Abstract: Abstract In recent years, sustainable marketing has become an essential strategic tool for businesses aiming to attract environmentally aware consumers and strengthen brand loyalty within the green consumer market. This study examines various sustainable marketing tactics, such as developing eco-friendly products, maintaining transparent communication, and implementing corporate social responsibility (CSR) programs, which assist companies in building authenticity and fostering long-lasting relationships with their customers. The paper also addresses the significant issue of greenwashing and stresses the need for genuine sustainability efforts to cultivate consumer trust and emotional bonds, which are critical factors in driving loyalty. Furthermore, the research highlights the importance of involving stakeholders and effectively managing sustainable supply chains as key foundations for establishing a strong brand reputation and supporting sustainable growth in business. Additionally, it explores how innovations in digital marketing improve the communication of sustainability values, creating interactive experiences that help to solidify consumer loyalty. The results indicate that companies that genuinely incorporate sustainability into their marketing strategies can gain a competitive edge by fulfilling consumers’ increasing demands for transparency and environmental responsibility. This integrated approach not only aligns with global sustainability objectives but also enhances market performance in green consumer sectors. Future studies should focus on evolving consumer behavior patterns and the adoption of emerging digital technologies to further promote sustainable marketing practices.

Keywords: Sustainable marketing; brand loyalty; green consumers; marketing approaches; greenwashing (search for similar items in EconPapers)
Date: 2026
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DOI: 10.2991/978-94-6239-709-5_149

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