STRATEGIC APPROACHES TO THE FORMATION OF CUSTOMER LOYALITY BASED ON ECOMARKETING IN RETAIL
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Abstract
This study empirically examines the impact of eco-marketing components on customer loyalty in the retail sector. Key factors such as environmental trust, eco-brand image, product quality, green advertising, and price sensitivity were analyzed. Statistical results indicate that environmental trust and brand image have the strongest positive effect on loyalty. Based on the findings, strategic recommendations are provided for building effective environmentally oriented marketing in retail contexts.
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References
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