"Green Marketing (GM) Strategies and their Influence on Brand Loyalty & Corporate Image"

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).