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The Green Advantage: Analyzing the Effects of Eco-Friendly Marketing on Consumer Loyalty

The idea that marketing, in addition to profitability and sales, should also consider the consumer's health is not and has not been a far-fetched concept. It can be stated that there is no longer a way back to producing environmentally harmful products, and gradually, governmental pressures, competition, and changing customer attitudes are obliging companies to adopt and implement a green marketing approach. Over time, concepts such as green marketing have penetrated marketing literature, making environmental considerations one of the most important activities of companies. For this purpose, this research examines the effects of green marketing strategy on brand loyalty (case study: food exporting companies). The population of this study consists of 345 employees and managers of companies like Kalleh, Solico, Pemina, Sorben, Mac, Pol, and Casel, out of which 182 were randomly selected as a sample using Cochran's formula. This research is practical; the required data were collected through a survey and questionnaire. The research results indicate that (1) green marketing strategy significantly affects brand loyalty. (2) Green products have a significant positive effect on brand loyalty. (3) Green promotion has a significant positive effect on brand loyalty. (4) Green distribution has a significant positive effect on brand loyalty. (5) Green pricing has a significant positive effect on brand loyalty.

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