The Influence of Green Marketing on Consumer Loyalty in the Organic Food Industry in Palopo City

Muhammad Dafit () and Muhammad Ismail
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Muhammad Dafit: Hasanuddin University
Muhammad Ismail: Hasanuddin University

A chapter in Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024), 2025, pp 2959-2964 from Springer

Abstract: Abstract This study aims to analyze the effect of green marketing on consumer loyalty in the organic food industry in Palopo city. With increasing public awareness of environmental issues, green marketing strategies are increasingly relevant to study. This study used a survey method with a sample of 150 organic food consumers in Palopo. The analysis was conducted using linear regression to test the relationship between green marketing elements, such as environmentally friendly products, prices, and promotions, on consumer loyalty. The results showed that green marketing has a significant influence on consumer loyalty, with green products being the most influential element. This research provides insights for organic food companies to optimize environment-based marketing strategies to increase consumer loyalty and strengthen their position in an increasingly competitive market.

Keywords: Green Marketing; Consumer Loyalty; Organic Food Industry; Environmentally Friendly Products; Price (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-758-8_243

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DOI: 10.2991/978-94-6463-758-8_243

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