The role of green marketing in brand development: An empirical study on sustainability-driven consumer perceptions and loyalty in Albania

Abstract

This paper examines the impact of green marketing practices on sustainability-driven consumer perceptions and brand loyalty in Albania, as an emerging market. By identifying successful strategies that enhance consumer loyalty, addressing what factors lead to skepticism and identifying key patterns that affect the behaviors toward green marketing, this research sheds light on how sustainability influences long term brand development. Using a quantitative analysis approach, though an online survey, the study gives critical insights regarding the connection between consumers and green marketing practices. The findings reveal generally positive attitudes towards green marketing initiatives despite a relevant awareness gap and skepticism of sustainability claims. Transparency and clear information are also revealed to be important influences in building trust and loyalty. Gender and age emerged as influential demographic variables, with women and younger consumers displaying stronger eco-conscious behaviors. Furthermore, the analysis confirms a partial intention–behavior gap where even though many consumers express strong inclinations toward green purchases, these do not always translate into action, especially when affordability or availability are at stake. Practical recommendations include prioritizing transparency with third party certifications, improving consumer education and encouraging public frameworks that help mitigate the gap between intentions and behavior towards sustainability.