Unveiling the Influence of Sustainable Practices on Customer Loyalty

Abstract

The primary objective of this research was to comprehensively examine the impact of sustainable marketing strategies on enhancing customer equity within the market. The study aimed to assess how the implementation of sustainable marketing practices influences the long-term value and loyalty of customers towards a brand or company. A mixed-methods approach was necessary due to the complex nature of the study and the need to identify relevant variables. The qualitative part thoroughly explored sustainable marketing categories and aspects through expert interviews and grounded theory. This process resulted in identifying six core classifications and 13 distinct categories. These categories were then validated using the Fuzzy Delphi technique and expert input. Moving to the quantitative phase, these categories were incorporated as crucial variables. In the quantitative phase, the impact of sustainable marketing on customer equity was analyzed using the PVAR model tailored for detergent companies based on the variables identified in the qualitative phase. The findings showed that sustainable marketing with the customer equity approach had a negligible influence on consumer behavior and organizational performance.