About this project
This project examines the relationship between green marketing practices — eco-labelling, sustainable packaging, environmental claims — and brand loyalty among young consumers. It tests whether perceived greenwashing destroys the loyalty that genuine sustainability builds, using a structured questionnaire and mediation analysis.
Methodology
Survey research
Chapters 1–5 outline
Chapter 1
Introduction: background to green marketing and loyalty, statement of the problem (brands make environmental claims that consumers increasingly distrust), aim and objectives, research questions, scope, significance of the study, and definition of terms.
Chapter 2
Literature Review: theoretical framework, review of related works on green marketing and loyalty, gaps in existing studies, and a summary positioning this project.
Chapter 3
Methodology / System Analysis and Design: survey design; mediation analysis; structural modelling. Includes data collection method, system requirements, use-case and architecture diagrams (or population, sample size, and instrument).
Chapter 4
Implementation and Results: measured effects of green claims and greenwashing perception on loyalty. Presentation of findings, testing, evaluation, and discussion of results.
Chapter 5
Summary, Conclusion and Recommendations: key findings, contribution to knowledge, limitations, and recommendations for further research.
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