LOYALTY IN THE AGE OF SUSTAINABILITY: HOW CORPORATE RESPONSIBILITY AND ECO-BRANDING DRIVE CONSUMER INTENTIONS
LOYALTY IN THE AGE OF SUSTAINABILITY: HOW CORPORATE RESPONSIBILITY AND ECO-BRANDING DRIVE CONSUMER INTENTIONS

Summary/Abstract: This research examines the impact of Green Brand Strategy and Corporate Social Responsibility on purchase intentions and consumer loyalty, considering the mediating factors of green trust, customer satisfaction, and brand image. This study employed quantitative research, utilizing a self-administered questionnaire distributed to 500 respondents with knowledge of brands that address Corporate Social Responsibility and green initiatives. Structural Equation Modeling with AMOS software was used to test hypotheses and examine the relationships between them. The results demonstrate significant positive relationships between Corporate Social Responsibility and consumer purchase behavior, green brand strategy, green trust, and consumer loyalty. Additionally, the findings confirm that brand image mediates the relationship between Corporate Social Responsibility and purchase behavior. Model fit indices indicate excellent model fit, supporting all proposed hypotheses. This research provides empirical evidence for the synergistic effects of Corporate Social Responsibility and green branding on consumer behavior, offering a comprehensive framework for understanding consumer responses to ethical business practices.

• Details
• Contents