Journal of Xi'an University of Architecture & Technology ISSN No : 1006-7930

EFFECT OF GREEN MARKETING STRATEGIES ON CUSTOMER

LOYALTY

S Sayeeda Jabeen
Research Scholar
Department of Commerce
VISTAS
Pallaavaram, Chennai, Tamil Nadu,India
Dr.M.Kavitha
PG Professor & Research Supervisor
Department of Commerce
Pallaavaram, Chennai,Tamil Nadu,India

ABSTRACT : This study aims to find the strategies of Green marketing and its influence on
customer loyalty. The researcher used anova table and frequency an alysis to find the result.
It shows the findings that there is a positive association between green marketing strategies
and customer loyalty. Customers are admired green marketing strategies and they are very
loyal to the concern product.

Key words: Green marketing, customer loyalty, green products, green place, green promotion

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INTRODUCTION

Green Marketing involves several activities including modification of product, alteration in

the process of production, planning of packages, strategies of advertisement raising
awareness in industries regarding compliance market (Bolton, 1998; Churchill, Gilbert, &
Surprenant, 1988). According to the dictionary of business, green marketing facilitates in
promoting activities in order to change customer attitude towards products. Changes in
attitudes of customer always depends on policies and practices of firm (Cope & Winward,
1991).

Environmental marketing specifies to eco-friendly produce such as healthful eatables,

products without phosphate, and ozone friendly products which can be recycled, replenished
or are eco-friendly. In broad, green marketing is very vast topic that can be practiced and
applied to consumer products, industrial products and also services. It includes wide range of

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processes such as product adjustment, handling the production system as well as handling the
packaging process and also modification in advertisement department. Furthermore, from the
customer’s prospective, their expectation from thecompany is to reduce the production of
toxins during the production, ability to reprocess the products and also provide safe water.

CUSTOMER LOYALTY

Chen (2010) defines greenloyalty as "the level of repurchase intentions prompted by a strong
environmental attitude and sustainable commitment towards an object, such as a product, a
service, a company, a brand, a group, or so on. Customer loyalty referred to the behavior of
customers to maintain a relation with aninstitute through purchase of its products and services
(Behara et al., 2002; Singh and Sirdeshmukh, 2000).Consumers are loyal when they
willingness to repurchase (Chang and Fong, 2010; Chen, 2010), willingness to maintain a
relationship with a firm (Chang and Fong, 2010) and customer's environmentally sustainable
attitude and commitment towards a product brand and company, high switching barriers and
lack of real alternatives (Chen, 2010).In this study the researcher finds the effect of green
marketing strategies on customer loyalty.

REVIEW OF LITERATURE

Sadia Cheema et al(2015) Influence of Green Marketing Mix and Customer Fulfillment: An
Empirical Study.International Journal of Sciences: Basic and Applied Research (IJSBAR)
ISSN 2307-4531.The aim of this research is to explore the influence of green marketing mix
on customer satisfaction. The findings indicted the green marketing mix and its dimensions
are significantly and positively correlated to customer satisfaction. It also indicated that green
marketing mix is very strong predictor of customer satisfaction. Green environment is the
need of today’s era so the research highlights that the customer satisfaction can be achieved
using green marketing mix.

Patricia Martinez garcia de leniz (2015) Customer loyalty: Exploring its antecedents from a
green marketing perspective.International Journal of contemporary hospitaity
management27(5).This study aims to propose a hierarchy of effects model to study three
antecedents of greenloyalty: green trust, green satisfaction and green overall image, and to
examine the relationships betweenthese variables. because of the environmental degradation
that thisindustry can cause with unmanaged growth and development. For this reason, several
authors haveproposed incorporAt present, environmental issues attract the attention of

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academics and professionals aroundthe world. In the hospitality industry, this interest is even
greater because of the considerable quantities ofwater and energy consumed by hotel
companies and ating the green loyalty construct as a key variable in tourism theory and
practice.The findings show that green overall image has positive direct effects on green trust,
green satisfaction and green loyalty. At the same time, they reveal that both green trust and
green satisfaction havepositive effects on green loyalty. In addition, green trust has a positive
infuence on green satisfaction.

Wahab et al(2016)Effect of Green Marketing Strategy on Customer Satisfaction in

Jordan.Arabian Journal of Business and management review.This present paper aimed to
investigate the effects of green marketing strategies on customer satisfaction in Jordan. It was
a correlational research design. Results indicated significant positive relationship in green
marketing strategies and customer satisfaction in Jordan sample. Results also showed that
green marketing strategy except distribution are significant predictors of customer
satisfaction in Jordan. Results have important implications for companies to know the
importance of green marketing strategies to enhance customer satisfaction.

Leila Baktash,Mushalwana Abdul(2019) Green Marketing Strategies: Exploring Intrinsic

and Extrinsic Factors towards Green Customers’ Loyalty.Quality - Access to Success
20(ISSN 1582-2559):127-134. The lack of prior studies on influential factors towards green
productspurchase attitude and customers loyalty has been urged to conduct a study in this
regard. As a result, current studyseeks to identify the intrinsic (green product quality and
green trust) and extrinsic factors (age, education andemployment status) influencing
customer’s attitude (as a moderating factor) and loyalty towards green productconsumption.
The findings indicate the significant impact of quality and trust towards’ customersattitude
and loyalty. In addition, age and education significantly impact on customers’ attitude
towards quality of greenproducts.

Lily Suhaily,Syarief Darmoyo(2019)Effect of Green Product and Green Advertising to

Satisfaction and Loyalty which mediated by Purchase Decision.International Journal of
Contemporary Applied Researches Vol. 6, No. 1, January 2019 . The purpose of this study to
determine the effect of Green Product and Green Advertising to Satisfactionand Loyalty
which mediated by Purchase Decision.Questionnaires were distibuted to 196 visitors Plaza
Semanggi that used environmentally friendly products by usingrandom sampling
technique.The results showed that Green Product and Green Advertising have direct

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influence to Purchase Decision. In addition, the Purchase Decision has direct influence to
Customer Satisfaction and Customer Satisfaction has a direct influence to customer loyalty.
Green Product and Green Advertising have indirect influence to Customer Loyalty through
Purchase Decision and Customer Satisfaction.

OBJECTIVES OF THE STUDY

1. To find the demographic profile of the customer

2. To identify Green marketing strategies followed by the marketer
3. To study the relationship between green marketing strategies and customer loyalty

HYPOTHESES OF THE STUDY

1. There is no significant difference among the demographic profile of the customer

2. There is no significant influence among the Green marketing strategies followed by
the marketer
3. There is no significant relationship between green marketing strategies and customer
loyalty

RESULTS AND DISCUSSION

Table – 1 Gender

Frequency Percent Valid Percent Cumulative Percent

Male 162 32.4 32.4 32.4

Valid Female 338 67.6 67.6 100.0

Total 500 100.0 100.0

Source – Primary data

The above table shows that there are 67.6% of female customers followed by 32.4% of Male
customers are reperesented in this analysis. The sampling dominated by female customers.

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Table – 2 Monthly Income

Frequency Percent Valid Percent Cumulative Percent

Above50,000 233 46.6 46.6 46.6

30,000-50,000 163 32.6 32.6 79.2

Valid 20,000-30,000 59 11.8 11.8 91.0

Below 20,000 45 9.0 9.0 100.0

Total 500 100.0 100.0

Source – Primary data

It was presented in the above table regarding monthly income of customers there are 46.6%
of above Rs.50,000 income group, 32.6% of Rs.30,000 – 50,000 income group, 11.8% of
above Rs.20,000 – 30,000 income group and 9% of below Rs.20,000 income group.

Table – 3 Purchasing Pattern

Frequency Percent Valid Percent Cumulative Percent

Weekly once 94 18.8 18.8 18.8

Weekly twice 76 15.2 15.2 34.0

Valid Monthly twice 186 37.2 37.2 71.2

Monthly once 144 28.8 28.8 100.0

Total 500 100.0 100.0

Source – Primary data

It was given in the above table 18.8% of customers purchasing weekly once, 15.2% of
customers purchasing weekly twice, 37.2% of customers purchasing monthly twice and
28.8% of customers purchasing monthly once.

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Table – 4 ANOVA

Sum of Squares df Mean Square F Sig.

Between Groups 631.765 4 157.941 758.504 .000

Green Promotion Within Groups 103.073 495 .208

Total 734.838 499

Between Groups 742.713 4 185.678 992.993 .000

Green People Within Groups 92.559 495 .187

Total 835.272 499

Between Groups 786.919 4 196.730 1175.975 .000

Green Product Within Groups 82.809 495 .167

Total 869.728 499

Between Groups 707.638 4 176.909 938.465 .000

Green Place Within Groups 93.312 495 .189

Total 800.950 499

Between Groups 705.791 4 176.448 992.979 .000

Green Package Within Groups 87.959 495 .178

Total 793.750 499

Source – Computed data

It was observed in the above table Green Promotion (F=758.504, P=.000) Green People
(F=992.993 P=.000), Green Product (F=1175.975, P=.000), Green Place (F=938.465,
P=.000), Green Package (F=992.979, P=.000) of the green marketing strategies and this will
leads to influence on customer loyalty among the customers while purchasing green products.

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FINDINGS AND CONCLUSIONS

1. It was observed in this analysis customers are high income group mostly prefer green
products.
2. Customers are purchasing green products because of the strategies followed by the
marketers.
3. The strategies are green products, green place, green promotion, green people and
green package.
4. Customers are attracted the green product strategies than other strategies.
5. Finally it concludes that once the customers are purchased they are very loyal to the
products and they will be a long lasting customer to the concern products.

REFERENCES

1. Sadia Cheema et al(2015) Influence of Green Marketing Mix and Customer

Fulfillment: An Empirical Study.International Journal of Sciences: Basic and Applied
Research (IJSBAR) ISSN 2307-4531.
2. Patricia Martinez garcia de leniz (2015) Customer loyalty: Exploring its
antecedents from a green marketing perspective.International Journal of contemporary
hospitaity management27(5).
3. Wahab et al(2016)Effect of Green Marketing Strategy on Customer Satisfaction in
Jordan.Arabian Journal of Business and management review.
4. Leila Baktash,Mushalwana Abdul(2019) Green Marketing Strategies: Exploring
Intrinsic and Extrinsic Factors towards Green Customers’ Loyalty.Quality - Access to
Success 20(ISSN 1582-2559):127-134.
5. Lily Suhaily,Syarief Darmoyo(2019)Effect of Green Product and Green Advertising
to Satisfaction and Loyalty which mediated by Purchase Decision.International
Journal of Contemporary Applied Researches Vol. 6, No. 1, January 2019 .

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