Sustainable Marketing Innovation: A Green Marketing Approach to Boost Consumer Loyalty in the Global Market

Abstract

In the era of globalization and increasing environmental awareness, sustainable marketing has become a strategic approach in building consumer loyalty. Modern consumers are increasingly aware of the environmental impact of the products they buy, so companies need to implement a green marketing strategy that is oriented towards sustainability. By adopting continuous marketing innovation, companies can not only improve competitiveness but also create long-term relationships with customers. This study aims to analyze the impact of sustainable marketing innovation on consumer loyalty in the global market. The main focus of this study is to explore the green marketing strategies that can be implemented by companies as well as assess the effectiveness of this approach in creating a sustainable competitive advantage. This study uses a qualitative method with a literature study approach to review various academic publications related to sustainable marketing and consumer loyalty. Data were collected through systematic searches in various scientific databases with selection criteria based on topic relevance and research quality. Data analysis was carried out using thematic analysis methods to identify the main patterns of findings from the various studies studied. The results of the study show that green marketing has a significant influence on customer loyalty. Key factors supporting the success of this strategy include the company's transparency in marketing communications, the use of environmentally friendly materials, and the integration of sustainability values in the supply chain. However, the main challenge faced is greenwashing, which is a misleading marketing practice related to a brand's sustainability claims. Therefore, companies need to ensure that the green marketing strategies implemented are authentic and based on scientific evidence to maintain consumer trust.