The Role of Green Digital Marketing in Driving Consumer Engagement and Brand Loyalty: A Study on Sustainable Product Adoption

Abstract

This paper aims at examining the application of green marketing by comparing and contrasting the best examples of three companies: Tesla, Patagonia, and Unilever. The studies focus on the strategies that organizations apply to incorporate sustainability into their marketing strategies and its effects on customers, brand image, and revenues. A case study research design was used and data from published reports, sustainability reports, firms’ web sites and relevant academic literature were utilized to evaluate the effectiveness and effectiveness of issues of green marketing. According to the analysis, Tesla had the highest growth due to the growing demand for electric vehicles and solar energy products all over the world. Patagonia used a theory of ethical consumerism as well as radical transparency which made consumers trust the company hence the loyalty. Thus, the definitive green crusade of Unilever came across issues with regard to lack of consumer credibility and green-washing controversies. An online poll with an equal number of respondents found out that 44 percent of the consumers are skeptical about the sustainability disclosures of large corporations; an insight that alerts marketers to the importance of trust as a component of green marketing communication. Although the concept of green marketing has some advantages of brand positioning and customer loyalty, some barriers pointed in this paper are regulation barrier, high cost of implementation, and consumer skepticism barrier. Therefore, the research makes the following recommendations for organizations planning to improve their sustainability: These include the need to engage in the provision of the truth and nothing but the truth, the need for third-party certifications, and the need to develop innovative products. Thus, on the basis of actual cases, the empirical study participates to the advancement of knowledge on sustainable marketing management and provides specific managerial recommendations that can enhance the development of a responsible brand for organizations that want to sustain themselves in the long term.