Green Marketing and Consumer Behavior: Do Sustainability Claims Drive Brand Loyalty

Abstract

The proliferation of corporate sustainability claims has become a central feature of modern marketing, yet their efficacy in fostering enduring brand loyalty remains a critical question for academics and practitioners alike. This research paper employs a systematic review of secondary data to investigate the complex relationship between green marketing strategies and consumer loyalty. Through a synthesis of existing academic literature, industry reports, and case studies, this analysis moves beyond a direct cause-effect model to propose a nuanced framework. The findings indicate that sustainability claims alone are an insufficient driver of loyalty. Instead, their effectiveness is predominantly mediated by the cultivation of green trust and green perceived value, which act as critical precursors to attitudinal and behavioral loyalty. Furthermore, the relationship is significantly moderated by consumer-specific factors, particularly their level of environmental concern and inherent skepticism towards green claims. The study concludes that while sustainability claims can be a powerful catalyst for loyalty, their success is contingent upon authentic corporate action, transparency, and a strategic focus on building trust. The paper provides evidence-based recommendations for marketers seeking to translate green messaging into genuine, long-term consumer commitment and highlights the severe reputational risks of greenwashing. This research contributes to the existing literature by consolidating fragmented evidence into a coherent model that clarifies the mechanisms through which green marketing influences loyalty.