Authors : Dr. Nilesh Ramdas Kharche, Dr. Balagouda S.Patil, Ms. Preeti Verma, Dr. Jaspreet Kaur, Dr. N.V. Raghu Babu
DOI : 10.52783/eel.v15i3.3527
Volume : 15
Issue : 3
Year : 2025
Page No : 1368-1378
companies engaging to attract environmentally-conscious consumers. As environmental concerns gain prominence, consumers are more inclined to support brands that demonstrate ecoresponsibility. Green marketing (GM) involves developing & promoting products and services based on their environmental benefits. Companies adopt green strategies such as eco-packaging, green advertising & environmentally sound manufacturing to enhance their appeal. This study examines the impact of green marketing (GM) strategies on brand loyalty (BL) & corporate image (CI). As environmental consciousness grows among consumers, companies are increasingly adopting eco-friendly practices to improve their market position. A structured questionnaire was administered to 115 consumers across several retail sectors. The study employed descriptive statistics, correlation analysis & regression analysis to examine the influence of green marketing elements such as green packaging, eco-labeling as well as sustainability messaging. The results indicate a positive & statistically significant relationship between green marketing (GM) strategies & both brand loyalty (BL) and corporate image (CI).