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Sustainable Marketing Strategies and Consumer Loyalty in Emerging Markets

Year: 2025

Type: article

Abstract: Emerging markets face the dual challenge of enhancing competitiveness while meeting sustainability expectations from socially and environmentally conscious consumers. This study employed a descriptive-associative quantitative approach, surveying 250 purposively selected consumer product users in Greater Jakarta. Data were collected via a Likert scale questionnaire and analyzed using multiple linear regression to examine the effects of green marketing, corporate social responsibility, and ethical communication on consumer loyalty. All sustainable marketing dimensions positively and significantly influenced loyalty, with ethical communication contributing most to shaping perceptions and emotional brand attachment. Integrating sustainability values in marketing strategies enhances company image and serves as an effective tool for long-term customer retention in emerging markets.

Source: Formosa Journal of Science and Technology

DOI: 10.55927/fjst.v4i8.197

Authors: Mahjudin Mahjudin, Wang Chengxuan, Pierre Marcello, Witjaksono Eko Hartoto, Waras Waras

Institutions: Universitas Muhammadiyah Gresik, University of Kuala Lumpur, Politeknik Pelayaran Banten, State University of Semarang, Universitas Semarang, Universitas Wijaya Putra

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W4414114178

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