An examination of green branding on consumer loyalty: A case study of an eco-friendly product line in Port Harcourt
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Background of the study
Green branding involves the use of environmentally friendly practices and messaging to create a distinct brand identity. In Port Harcourt, an eco-friendly product line has adopted green branding to highlight its commitment to sustainability, ethical sourcing, and environmental conservation (Ibrahim, 2023). By integrating these values into its brand identity, the product line seeks to foster consumer loyalty and differentiate itself from conventional competitors. Green branding emphasizes transparency, quality, and environmental responsibility, which resonate with consumers who are increasingly prioritizing sustainability in their purchasing decisions (Chukwuma, 2024). Research indicates that brands with a strong green identity are more likely to experience higher levels of consumer loyalty and repeat patronage (Adeniyi, 2025). Despite these trends, the direct impact of green branding on consumer loyalty remains underexplored, particularly in emerging markets. This study investigates how green branding influences customer loyalty by examining consumer perceptions, repurchase behavior, and overall brand commitment within the eco-friendly product line.
Statement of the problem
Although green branding is promoted as a means to build consumer loyalty, its actual impact on customer retention in Port Harcourt is not clearly defined. Consumers may appreciate eco-friendly messages, but if these messages are not consistently delivered, the desired loyalty may not materialize (Ibrahim, 2023). Additionally, competitive pressures and varying consumer expectations can dilute the effectiveness of green branding in fostering repeat purchase behavior (Chukwuma, 2024). This study addresses these issues by evaluating the link between green branding and consumer loyalty, seeking to identify the critical factors that enhance loyalty among eco-conscious consumers (Adeniyi, 2025).
Objectives of the study:
To assess the impact of green branding on consumer loyalty.
To identify the key factors that drive repeat purchase behavior.
To recommend strategies for enhancing loyalty through consistent green branding.
Research questions:
How does green branding influence consumer loyalty for an eco-friendly product line?
What factors contribute most to repeat purchase behavior in green brands?
How can eco-friendly product lines optimize their branding to enhance loyalty?
Significance of the study
This study is significant as it examines the relationship between green branding and consumer loyalty, offering valuable insights for eco-friendly businesses in emerging markets. The findings will help brands refine their strategies to build stronger, long-term relationships with consumers, ultimately enhancing market sustainability and competitive advantage (Chukwuma, 2024).
Scope and limitations of the study:
The study is limited to evaluating green branding and its impact on consumer loyalty for an eco-friendly product line in Port Harcourt, Nigeria. Results may not be applicable to other sectors or regions.
Definitions of terms:
Green Branding: The development of a brand identity centered on environmental sustainability and eco-friendly practices.
Consumer Loyalty: The ongoing commitment of consumers to repurchase and support a brand.
Eco-Friendly Product Line: A range of products designed and marketed with a focus on environmental responsibility.
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