Green Marketing Practices and Brand Loyalty Among Young Consumers

Abstract

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. The study is organised into five chapters covering the introduction, review of related literature, research methodology, data presentation and analysis, and the summary, conclusion and recommendations.

Table of Contents

Chapter One: Introduction

1.1 Background to the Study

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.

1.2 Statement of the Problem

Tests whether genuine green marketing builds brand loyalty among young consumers. Existing approaches remain limited in reach, accuracy and ease of use, which creates the gap this study addresses.

1.3 Aim and Objectives

The aim of this study is to green marketing practices and brand loyalty among young consumers. The specific objectives are to:

1. review existing literature and systems related to the study;
2. collect and analyse data using Survey research;
3. evaluate the results against the stated problem;
4. make recommendations for practice and further research.

1.4 Scope of the Study

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.