The Impact of Sustainable and Environmentally Friendly Practices on Consumer Loyalty

Abstract

Aim: This study aims to investigate the impact of green logistics and sustainable practices on consumer loyalty. Today, environmentally friendly strategies not only enable companies to fulfill their social responsibilities but also strengthen brand image and enhance consumer commitment. Method: The research was carried out using the screening model, one of the quantitative research methods. The sample consisted of 500 consumers selected through purposive sampling. Data were collected using the “Green Consumption Awareness Scale” and the “Brand Loyalty Scale.” The conformity of the data to normal distribution was verified through skewness and kurtosis values. Differences across demographic variables were tested with ANOVA, while regression analysis was employed to examine the effect of green consumption awareness on brand loyalty. Findings: The results indicated that participants generally had medium levels of green consumption awareness and brand loyalty. Significant differences were observed in terms of gender; women scored higher than men in both awareness and loyalty. However, no meaningful differences were detected with respect to age, education, occupation, or income. Regression analysis revealed that green consumption awareness had a positive and statistically significant yet limited impact on brand loyalty (R²=0.038). Conclusion: The findings emphasize that consumer loyalty is shaped not only by environmental sensitivity but also by brand experience and complementary marketing strategies. Therefore, companies should integrate environmentally friendly practices with quality improvements and communication strategies to strengthen long-term loyalty.

Keywords

• Green logistics
• sustainability
• environmentally friendly practices
• consumer loyalty
• brand loyalty

Sürdürülebilir ve Çevre Dostu Uygulamaların Tüketici Sadakatine Etkisi

Abstract

Amaç: Bu çalışma, yeşil lojistik ve sürdürülebilir uygulamaların tüketici sadakati üzerindeki etkisini incelemeyi amaçlamaktadır. Günümüzde çevre dostu stratejiler, yalnızca işletmelerin kurumsal sorumluluklarını yerine getirmelerine değil, aynı zamanda marka imajlarını güçlendirerek tüketici bağlılığını artırmalarına da hizmet etmektedir. Yöntem: Araştırma, nicel araştırma yöntemlerinden tarama modeli ile gerçekleştirilmiştir. Örneklem, amaçlı örnekleme yöntemiyle seçilen 500 tüketiciden oluşmaktadır. Veri toplama sürecinde “Yeşil Tüketim Farkındalık Ölçeği” ve “Marka Sadakati Ölçeği” kullanılmıştır. Verilerin normal dağılıma uygunluğu çarpıklık ve basıklık değerleriyle test edilmiştir. Demografik değişkenlere göre farklılıkları belirlemek için ANOVA, yeşil tüketim farkındalığının marka sadakati üzerindeki etkisini ölçmek için regresyon analizi uygulanmıştır. Bulgular: Analizler, katılımcıların genel olarak orta düzeyde yeşil tüketim farkındalığı ve marka sadakatine sahip olduğunu göstermiştir. Cinsiyet açısından anlamlı farklılıklar gözlenmiş; kadınların hem yeşil tüketim farkındalığı hem de marka sadakati puanları erkeklere göre daha yüksek bulunmuştur. Ancak yaş, eğitim, meslek ve gelir düzeyi açısından anlamlı bir farklılık tespit edilmemiştir. Regresyon sonuçlarına göre, yeşil tüketim farkındalığının marka sadakati üzerinde pozitif ve istatistiksel olarak anlamlı, ancak sınırlı düzeyde etkisi vardır (R²=0,038). Sonuç: Araştırma, tüketici sadakatinin yalnızca çevre duyarlılığıyla değil, marka deneyimi ve diğer pazarlama unsurlarıyla da şekillendiğini ortaya koymaktadır. Markaların çevre dostu uygulamalarını iletişim ve kalite stratejileriyle desteklemesi, sadakati artırmada kritik rol oynamaktadır.

Keywords

• Yeşil lojistik
• sürdürülebilirlik
• çevre dostu uygulamalar
• tüketici sadakati
• marka sadakati

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