Sustainable Marketing Strategies and Consumer Loyalty in  Emerging Markets

Mahjudin Mahjudin; Wang Chengxuan; Pierre Marcello; Witjaksono Eko Hartoto; Waras Waras

doi:10.55927/fjst.v4i8.197

Authors

Mahjudin Mahjudin Universitas Muhamadiyah Gresik
Wang Chengxuan Universiti Kuala Lumpur
Pierre Marcello Poltekpel Banten
Witjaksono Eko Hartoto Universitas Semarang
Waras Waras Universitas Wijaya Putra

DOI:

https://doi.org/10.55927/fjst.v4i8.197

Keywords:

Sustainable Marketing, Consumer Loyalty, Emerging Markets, Green Marketing, Strategic Management

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.

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