The Impact of Green Marketing on Brand Awareness and Consumer Loyalty

Oct 13, 2025 by sorusgentrification.com 56 views

The Effect of Green Marketing and Brand Awareness on Consumer Loyalty (Study of Consumers of The Body Shop in Medan City)

In today's world, where environmental concerns are at an all-time high, businesses are shifting their focus towards sustainable marketing strategies. Green marketing, a concept that considers environmental sustainability, has become a crucial aspect of business operations. One of the key factors that contribute to the success of green marketing is brand awareness, which refers to the potential possessed by the community to recognize the existence of a brand. The combination of green marketing and brand awareness can create emotional bonds and consumer trust, ultimately affecting consumer loyalty.

The Body Shop: A Pioneer in Green Marketing

The Body Shop, a renowned beauty and cosmetics company, has successfully implemented green marketing strategies in Indonesia. This study aims to determine the extent of the influence of green marketing and brand awareness on the consumer loyalty of The Body Shop in Medan City. The research was conducted using a quantitative approach and associative methods, with a total of 96 respondents. Primary data were obtained through questionnaires distributed directly or through Google Form, while secondary data were obtained from literature studies.

Methodology

The data analysis methods used in this study include:

Validity testing
Reliability test
Classical assumption test
Multiple linear regression analysis
Hypothesis testing

The results showed that the Green Marketing (X1) variable and the brand awareness variable (X2) had a positive and significant influence, both partially and simultaneously, on the consumer loyalty variable (Y). The coefficient of determination test indicates that there is a strong enough relationship between the Green Marketing (X1) variable and the brand awareness variable (X2) to the consumer loyalty variable (Y) with a R value of 0.574. Through the Adjusted R Square value, it is known that the two variables contributed 57.4% to consumer loyalty.

The Impact of Green Marketing on Brand Awareness and Consumer Loyalty

Green marketing can contribute greatly to brand awareness and consumer loyalty in several ways:

Environmental awareness: In the current era of consumerism, consumers are increasingly aware of environmental issues. Many consumers who turn to products that are not only quality, but also environmentally friendly. By implementing green marketing, companies not only offer products, but also sell sustainability values that are widely valued by consumers.
Brand visibility: A high brand awareness creates a strong brand introduction. When consumers recognize the brand, they tend to choose the brand compared to other brands. This is where the important role of green marketing, which not only increases the visibility of the brand but also creates positive associations in the minds of consumers.
Emotional bond: The combination of green marketing and brand awareness strengthens the emotional bond between consumers and brands. When consumers feel emotionally connected, they tend to be more loyal and not reluctant to recommend products to others. This explains why The Body Shop, as a pioneer in green marketing in the beauty sector, is able to maintain consumer loyalty amid fierce competition.

Conclusion

In conclusion, the study found that green marketing and brand awareness have a significant influence on consumer loyalty. Companies that want to increase consumer loyalty need to consider the application of green marketing and improvement of brand awareness as an integral part of their marketing strategy. For consumers, choosing a product from a brand that has a commitment to the environment not only provides benefits to yourself, but also for the sustainability of this planet. Through a holistic approach, it is expected that an ecosystem that is mutually beneficial between producers and consumers.

Recommendations

Based on the findings of this study, the following recommendations are made:

Companies should prioritize green marketing and brand awareness as a key aspect of their marketing strategy.
Consumers should choose products from brands that have a commitment to the environment.
Governments and regulatory bodies should provide incentives and support for companies that implement green marketing strategies.

Limitations

This study has several limitations, including:

The study was conducted in Medan City, Indonesia, and may not be generalizable to other locations.
The study used a quantitative approach, which may not capture the nuances of consumer behavior.
The study relied on self-reported data, which may be subject to biases and errors.

Future Research Directions

Future research should focus on:

Conducting a qualitative study to gain a deeper understanding of consumer behavior and preferences.
Examining the impact of green marketing on consumer loyalty in different industries and contexts.
Investigating the role of social media in promoting green marketing and brand awareness.
Frequently Asked Questions (FAQs) on Green Marketing and Brand Awareness

In this article, we will address some of the most frequently asked questions on green marketing and brand awareness, and provide answers based on the findings of our study.

Q: What is green marketing?

A: Green marketing is a business activity carried out with concepts that consider environmental sustainability. It involves promoting products or services that are environmentally friendly, sustainable, and responsible.

Q: Why is green marketing important?

A: Green marketing is important because it helps to reduce the environmental impact of businesses and promotes sustainable practices. It also helps to build trust and loyalty with consumers who value environmental sustainability.

Q: What is brand awareness?

A: Brand awareness is the potential possessed by the community to recognize the existence of a brand. It refers to the extent to which a brand is known and recognized by consumers.

Q: How does green marketing contribute to brand awareness?

A: Green marketing can contribute to brand awareness by increasing the visibility of a brand and creating positive associations in the minds of consumers. When consumers recognize a brand as environmentally friendly, they are more likely to choose that brand over others.

Q: What is the relationship between green marketing and consumer loyalty?

A: Our study found that green marketing and brand awareness have a significant influence on consumer loyalty. When consumers feel emotionally connected to a brand, they are more likely to be loyal and recommend the brand to others.

Q: How can businesses implement green marketing strategies?

A: Businesses can implement green marketing strategies by:

Conducting environmental impact assessments to identify areas for improvement
Developing sustainable products and services
Promoting environmental sustainability through marketing campaigns
Engaging with consumers and stakeholders to build trust and loyalty

Q: What are some examples of successful green marketing campaigns?

A: Some examples of successful green marketing campaigns include:

The Body Shop's "Against Animal Testing" campaign
Patagonia's "Worn Wear" campaign
REI's "Opt Outside" campaign

Q: How can consumers support green marketing efforts?

A: Consumers can support green marketing efforts by:

Choosing products and services from brands that prioritize environmental sustainability
Engaging with brands on social media to promote environmental sustainability
Supporting businesses that have implemented green marketing strategies

Q: What are some challenges associated with green marketing?

A: Some challenges associated with green marketing include:

Measuring the effectiveness of green marketing campaigns
Balancing business goals with environmental sustainability goals
Managing stakeholder expectations and perceptions

Q: What are some future directions for green marketing research?

A: Some future directions for green marketing research include:

Examining the impact of green marketing on consumer behavior and loyalty
Investigating the role of social media in promoting green marketing and brand awareness
Developing new metrics and tools for measuring the effectiveness of green marketing campaigns.