SUSTAINABLE COMMERCE: ROLE OF GREEN MARKETING AND CSR IN BUILDING BRAND LOYALTY

Abstract

Abstract: Sustainable commerce has become a strategic priority for organizations seeking long-term competitiveness and customer trust. Growing environmental concerns, changing consumer preferences, and increasing regulatory pressure have encouraged firms to adopt green marketing practices and Corporate Social Responsibility (CSR) initiatives. These strategies not only reduce environmental impact but also enhance brand image, customer satisfaction, and loyalty. This study examines the role of green marketing and CSR in building brand loyalty among consumers. A descriptive and analytical research design was adopted using primary data collected from 250 consumers through a structured questionnaire. Statistical tools including percentage analysis, mean score, correlation, and regression were employed. The findings indicate that eco-friendly products, transparent CSR initiatives, environmental awareness, ethical business practices, and customer trust significantly influence brand loyalty. The study concludes that organizations integrating sustainability into their business models are more likely to achieve long-term customer retention and competitive advantage. Keywords: Sustainable Commerce, Green Marketing, Corporate Social Responsibility, Brand Loyalty, Consumer Behavior, Sustainability.