Greenwashing or Genuine Value “The Impact of Sustainable Marketing Claims on Brand Loyalty and Consumer Skepticism”

Abstract

Current trend of sustainable marketing has prompted organizations to include sustainable marketing assertions in branding and communication techniques. These assertions are expected to boost brand image, develop consumer trust, and create long term relationships. Nevertheless, the growing popularity of greenwashing has prompted questioning the authenticity of such statements, and the consumer distrust has increased. This paper will discuss how the claims made by sustainable marketing influence brand loyalty and consumer skepticism, and how perceived authenticity can be used to influence the attitude and behavioral intentions of consumers. Quantitative research design was taken and 300 consumers were conducted through a structured questionnaire. The relationship between the variables was analyzed using statistical methods, such as descriptive analysis, correlation, and regression analysis. The result shows that brand loyalty is profoundly affected by sustainable marketing assertions in a positive manner meaning that customers are apt to become loyal to brands that declare authentic sustainability activities. The findings also indicate that sustainable marketing claims and consumer skepticism have a significant negative correlation, implying that plausible sustainability communication does not eliminate doubts in consumers and is also positively associated with trust. Moreover, brand loyalty was identified to be negatively influenced by consumer skepticism, a fact showing the need to be transparent and authentic in marketing communication. The paper concludes that with a real environmental commitment, sustainable marketing claims have the potential to generate real value to the organization by enhancing consumer trust and loyalty. The findings are important to the marketers and organizations who are interested in creating sound sustainability strategies that boost brand credibility and prolonged consumer ties.