The Effectiveness of Green Marketing Campaigns in Increasing Brand Loyalty among the Millennial Generation
DOI:
https://doi.org/10.52909/jemeb.v4i2.193Keywords:
Green Marketing, Brand Loyalty, Millenial GenerationAbstract
This article aims to explore the complexity of the relationship between green marketing campaigns and brand loyalty in the millennial generation in Jakarta. Specifically, this study will examine how the components of green marketing campaigns can effectively build brand loyalty, considering the role of authenticity marketing as a crucial moderation factor. This article is compiled by conducting a review of various relevant articles related to Brand Loyalty, green marketing, Millennial Generation, and effectiveness. Articles are qualitative, with the aim of collecting, analyzing, and synthesizing literature related to the topic. Based on the opinion of Hart et al. (2022), literature review analysis is a systematic and structured process, which involves the identification, evaluation, and synthesis of relevant literature. The effectiveness of green marketing in millennials is greatly influenced by their increasing environmental awareness and desire to support sustainable practices. Millennial consumers tend to show higher loyalty to brands that are committed to sustainability, especially if the brand is able to leverage social media for promotion and understand the psychological factors that influence their purchasing decisions. Customer experience, social media interactions, economic conditions, and technological developments also play an important role in shaping brand loyalty among millennials. Therefore, a deep understanding of millennial consumer preferences and trends is essential to designing an effective marketing strategy.
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