IMPACT OF GREEN BRANDING 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 Greenf 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.