Abstract:

By catering to the requirements of environmentally concerned consumers and offering them the brands and products they like, businesses may gain a competitive advantage in the marketplace. However, marketers must comprehend how growing degrees of green brand loyalty influence other aspects that explain customers' proenvironmental behavior. With the growing trends in green marketing, the general tendency of modern consumers to perceive greener products as information exhibits, and the lack of validation for such practices, it is evident that they require further investigation as determinants of green brand loyalty. This study intends to operationalize and validate a conceptual model for assessing green loyalty that integrates environmental concern, perceived environmental knowledge, environmental advertising, and the mediator predictor of green trust. A systematic literature review revealed the indicators (variables) for each concept. We employed structural equation modeling (SEM) to test our hypothesis after administering a structured questionnaire to 412 respondents. It was revealed that environmental concern, perceived environmental knowledge, and environmental advertising significantly affect green trust, increasing brand loyalty for green products. The current research supports the notion that strong positive connections exist between the selected constructs

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