Green Marketing Magic: Fostering Lasting Brand Loyalty on Social Commerce Platform

Abstract

Brand loyalty is essential for long-term business success in today's mercilessly competitive economy. Businesses are increasingly using "green marketing" tactics to differentiate themselves and build relationships with environmentally conscientious customers in this competitive industry. This study intends to investigate the effect that green marketing strategies have on brand loyalty on social commerce brand pages. The participants in this study were Facebook users who made purchases using the platform's social commerce features. A standardised online questionnaire was used for the survey. A sampling method known as convenience sampling was utilised, and survey links were distributed across a range of pages and groups on Facebook in order to reduce the likelihood of bias. The research objectives were made explicit to participants, and a screening question was used to ensure a representative sample. The results of this investigation highlight the importance of perceived value and quality as powerful mediators associated with the relationship between green marketing and brand loyalty. On the other hand, it was discovered that Brand Attitude and Consumer Trust marginally but significantly mediate the connection between Green Marketing and Brand Loyalty. The social commerce platforms offer a flexible setting for showcasing a wide range of items and services. Innovative and engaging methods of showcasing eco-friendly items, such as 360-degree product views, virtual try-ons, or immersive storytelling, can improve consumers' perceptions of the product's value and quality. This approach shows potential, especially with environmentally sensitive consumers who frequently look for in-depth information and first-hand interaction when making decisions. While previous studies have shed light on the association between green marketing and brand loyalty, this research paper contributes to the field by investigating the mechanisms and mediating elements that contribute to this connection in the ever-changing world of social commerce.