Journal of African Development

Growing environmental concerns have prompted businesses to use green marketing techniques to include sustainability into their marketing plans. This study looks at how consumer trust, purchasing patterns, and brand loyalty toward eco-friendly products are affected by green marketing. A structured questionnaire with a five-point Likert scale was used to gather primary data from about 150 respondents utilizing a quantitative research approach. Multiple regression, Pearson correlation analysis, and descriptive statistics were used to analyze the data. The descriptive findings show that consumers' opinions of green marketing are typically favorable. The statement with the highest mean score was "green advertising influences my purchase decisions."

"I would recommend eco-friendly brands to others" (M = 4.07, SD = 0.88) came next (M = 4.05, SD = 0.90). The mean score for trust in green marketing was equally high (M = 3.98, SD = 0.86), and the mean score for readiness to pay more for eco-friendly items was 3.92 (SD = 0.94). Green marketing factors, such as trust (r = 0.68), green advertising influence (r = 0.61), and willingness to pay a premium (r = 0.72), showed strong positive correlations with brand loyalty, according to correlation research. These factors account for 56% of the variance in brand loyalty (R2 = 0.56), according to regression studies, with willingness to pay having the most impact (β = 0.41), followed by trust (β = 0.34) and advertising influence (β = 0.28).

These results show that strong brand loyalty is greatly influenced by consumer willingness to support sustainable products and credible environmental marketing