Nilesh Sharma
Marketing
November 2024
In order to develop a variety of business tactics that do not harm the environment, green marketing is essential. The major objective of this study is to investigate the effects of green marketing on brand loyalty and willingness to pay more, along with the role that environmental awareness plays in influencing these variables. Examining 254 samples, it was shown that green marketing positively affects brand loyalty and willingness to spend more. If consumers are concerned about environmental issues, they should be willing to pay more. Sustainable businesses may improve their client acquisition and retention strategies, according to this study, which is useful for managers and lawmakers
90- 104
© Airo Journals 2021
