A Systematic Review of Green Marketing Communication and its Effect on Brand Loyalty in the FMCG Sector

Authors

  • Akshita Research Scholar, School of Commerce and Management, Lingaya’s Vidyapeeth Faridabad, Haryana, India-121002 Author
  • Dr. Samriti Mahajan Senior Associate Professor & HOD, School of Commerce and Management, Lingaya’s Vidyapeeth Faridabad, Haryana, India-121002 Author
  • Dr. Priyanka Jarolia Assistant Professor, Indira School of Business Studies, PGDM, Pune, Maharashtra, India–411033 Author

DOI:

https://doi.org/10.48047/9avrgn17

Keywords:

Fast-Moving Consumer Goods (FMCG) Sector, Green Marketing Communication, Brand Loyalty, Sustainable Consumer Behaviour

Abstract

This study explores the impact of green marketing communication within the Fast-Moving Consumer Goods (FMCG) sector, focusing on its effect on long-term brand loyalty. The primary objective was to assess how green marketing communication strategies influence brand loyalty, particularly in terms of consumer trust and emotional engagement over time.

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References

Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name.Free Press Banerjee, S. B., Gulas, C. S., & Iyer, E. (2003). Corporate environmentalism: Antecedents and influence of industry type. Journal of Marketing, 67(2), 106-122 Bauer, H. H., Hein, M. H., & Schaupp, C. (2013). Sustainability marketing: A consumer perspective. Journal of Business Research, 66(11), 1996-2003.

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Published

2024-12-20

Issue

Vol. 53 No. 03 (2024): Year 2024, Volume 53, Issue 3

Section

Articles

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How to Cite

A Systematic Review of Green Marketing Communication and its Effect on Brand Loyalty in the FMCG Sector (Akshita, S. . Mahajan, & . P. . Jarolia , Trans.). (2024). Cuestiones De Fisioterapia, 53(03), 3506-3525. https://doi.org/10.48047/9avrgn17