Abstract
Faced with an array of scandals and challenges caused by environmental pollution and exploitation of workers, apparel retailers are often compelled to re-think their strategies in compliance with environmental governance, and to implement specific measures aimed at environmental protection and preserving resources. By adopting green-based strategies to reach their target segments, retailers seek not only to capture the attention of different consumer generations, but also to inspire loyalty and encourage them to re-visit stores.Based on the generational theory and by means of quantitative research addressing four consumer generations in an emerging market, the authors highlight the extent to which clothing retailers are able, by adopting green strategies and consistently implementing environmental protection actions, to attract mainly young consumers to their stores, encouraging the sharing of peer recommendations, increasing purchasing behaviour and invoking loyalty. The article highlights the contribution of green marketing strategies in developing consumer loyalty in an emerging market by offering retailers the possibility of deepening their understanding when approaching different consumer generations.
Highlights
Industrialization and urbanization, together with world population growth and improvement in standards of living have brought about the diversification and increase of goods and services consumption
According to Euromonitor (2015a), 64% of interviewees, regardless of age, gender, domicile, race, etc., make sustained efforts to minimize as far as possible the impact of their daily actions on the environment. These results show that people are aware about the possible negative effects of the failure to ensure proper environmental protection
The results show that environmental protection strategy and retailers’ responsibility towards the environment (Table 1) which determine loyalty towards green-oriented retail stores may be properly delineated
Summary
Industrialization and urbanization, together with world population growth and improvement in standards of living have brought about the diversification and increase of goods and services consumption. In 2013, 55% of respondents (as compared to 50% in 2011) were willing to pay more for products and services of companies carrying out social and environmental protection projects, while 52% had purchased at least one product or service from a socially responsible company in the past six months (Nielsen 2014) In this context, consistent integration of good practices related to environmental protection and the preservation of resources with market-targeting and development strategies for the implementation of environmental protection measures, activities and actions within daily operations has become a pressing matter for modern companies (Lai et al 2010). Emerging markets, and the opportunity to invoke loyal behaviour as a result of the green actions and environmental protection strategies carried out
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