Abstract
Against the backdrop of rapid global economic development, public awareness of environmental protection is increasing, and the integration of brand loyalty with sustainable strategies is an inevitable trend for business development. Brand loyalty is an important indicator of the relationship between consumers and brands. It can enhance consumers' willingness to purchase, reduce consumers' perception of risk, and decision-making costs, bringing stable market share for enterprises. Moreover, due to the increasingly prominent global climate change and environmental issues, companies and society pay more attention to sustainable consumption strategies. Companies should keep pace with the times, emphasize the consistency of brand values with sustainable consumption concepts, provide environmentally friendly and energy-efficient sustainable products and services, and thus promote consumers' green consumption behavior. Therefore, the combination of brand loyalty and sustainable consumption strategies can meet consumers' demand for environmental protection and sustainable development, bring various benefits to enterprises, and is key to achieving long-term stable development.
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