Green marketing : The power of authenticity and engagement in driving customer loyalty
*Kiran MenghaniCorresponding authorKiran.menghani@woxsen.edu.inDepartment of MarketingSchool of BusinessWoxsen UniversityHyderabad, Telangana, 502345, India0009-0000-7864-2642View full profile → , Amandeep Singh Mankuamandeep.manku@gmail.comDepartment of Financial MarketsGuru Nanak College of Arts, Science and CommerceMumbai, Maharashtra, 400037, India0000-0001-8811-4704View full profile → , Rajvinder Kaurrajvinder@gncasc.orgDepartment of Financial MarketsGuru Nanak College of Arts, Science and CommerceMumbai, Maharashtra, 400037, India0009-0002-1298-0264View full profile → , Asiya Shaikhasiya@gncasc.orgDepartment of CommerceChangu Kana Thakur Arts, Commerce and Science CollegeNavi Mumbai, Maharashtra, 410206, India0009-0005-8347-9532View full profile → , Swapnil Salviswapnils@gncasc.orgDepartment of EconomicsGuru Nanak College of Arts, Science and CommerceMumbai, Maharashtra, 400037, India0009-0009-4060-0266View full profile →
* Corresponding author · click or hover a name for details
- Received:
- 01 Nov 2025
- Published Online:
- 31 Oct 2026
- Article type:
- Research Article
- Language:
- EN
- Article no.:
- JSMS-1757
- Pages:
- 1185–1194
Abstract
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 strategies contribute to customer loyalty by building authenticity and encouraging customer engagement. Using Signalling Theory and Relationship Marketing Theory, the study explains how genuine environmental claims help develop trust and reduce scepticism. It also shows how customer engagement, through cognitive, emotional, and behavioural involvement, converts trust into outcomes such as satisfaction, repeat purchases, and advocacy. The paper highlights the risks associated with greenwashing and offers practical insights for organisations seeking to design credible and effective green marketing practices.
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References
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