Open Access
Research Article·pp. 1185–1194·Vol. 29, Issue 10Oct 2026
Green marketing : The power of authenticity and engagement in driving customer loyalty
Kiran Menghani, Amandeep Singh Manku, Rajvinder Kaur, Asiya Shaikh, Swapnil Salvi
Published Online: 31 Oct 2026DOI: 10.47974/JSMS-1757
In this paper: As concern for environmental sustainability increases, many firms are using green marketing to connect with environmentally conscious consumers. This conceptual paper examines how green marketing stra...
