Published Paper Details:

This study explores the impact of sustainable marketing practices on customer engagement and brand loyalty, focusing on how sustainability influences emotional and behavioral connections with brands. As consumers increasingly prioritize environmental and social responsibility, brands that align with these values are witnessing enhanced engagement and loyalty, particularly among Millennials and Generation Z. Using a mixed-methods approach, this research combines quantitative surveys (n=50) and qualitative interviews to examine consumer perceptions of sustainable marketing and its role in fostering stronger brand relationships. The findings reveal that sustainable marketing significantly boosts customer engagement through both behavioral actions (e.g., purchases, social media interactions) and emotional bonds (e.g., trust, attachment). Furthermore, brands that demonstrate authenticity and transparency in their sustainability efforts tend to cultivate deeper emotional connections, leading to increased brand loyalty. However, the study also highlights the importance of avoiding "greenwashing," as consumers are more likely to disengage from brands that are perceived as insincere. This research offers valuable insights for marketers looking to leverage sustainability as a driver of consumer engagement and long-term brand loyalty.