Impact of Green Branding on Customer Retention Through Repurchase Programs

The growing Environmental awareness among consumers has encouraged businesses to adopt
Green Branding strategies to strengthen customer relationships and improve long-term
retention. This study examines the impact of Green Branding on Customer Retention through
Repurchase programs in the e-commerce retail sector. The Research specifically analyses the
influence of Green Branding, Green Trust, and Repurchase programs on consumer Loyalty and
repeat purchase behaviour. A quantitative research design was adopted, and primary data were
collected through a structured questionnaire distributed via Google Forms among online
shoppers who had prior exposure to sustainability-related Branding. A total of 101 valid
responses were analysed using descriptive statistics, Pearson correlation, reliability analysis,
and one-way ANOVA.
The findings reveal that repurchase programs have the strongest positive relationship with
Customer Retention, while Green Trust significantly enhances consumers’ willingness to
remain Loyal to Environmentally responsible Brands. Although Green Branding alone showed
a weaker direct influence on Customer Retention, its effect became stronger when supported by
transparent sustainability practices and eco-linked repurchase incentives. The study also
identified significant demographic differences in Green Branding perceptions, particularly across age groups. Sustainable packaging, Environmental credibility, and transparency
emerged as major factors influencing consumer Trust and repeat purchase intentions.
The study concludes that integrating authentic Green Branding with well-designed repurchase
programs can significantly improve Customer Retention in the e-commerce industry. The
research contributes to the growing literature on Environment marketing and offers practical
recommendations for businesses seeking to build long-term consumer Loyalty through
sustainability-driven strategies.