Building Customer Loyalty for Eco-friendly Products
Abstract
Consumer attention to environmentally friendly products has significantly increased. Nowadays, consumers purchase products not only to meet their needs but also to ensure alignment with environmental and sustainability values. Environmentally friendly products are designed, produced, and distributed with consideration for their environmental impact, including carbon emissions, resource use, and waste production. This research is conducted using a literature study method to specifically discuss factors that build consumer loyalty behavior towards environmentally friendly products. This research is expected to contribute both theoretically and practically. Theoretically, this research will enrich the literature on consumer loyalty behavior towards environmentally friendly products with a focus on psychological aspects. Practically, it will provide insights for companies in developing effective marketing strategies for environmentally friendly products in an effort to increase consumer loyalty and support environmental sustainability.
Copyright (c) 2024 Robiatul Aulia Adawiyah, Arfin Nurma Halida
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