Samenvatting

The purpose of this research was to answer the central question “How can environmental sustainability improve brand loyalty in the Fast-Moving Consumer Goods market?”. The research has shown that applying the Elements of Green Marketing to intrinsic cues of a product, is a relatively better method for FMCG companies to apply environmental sustainability to their products than applying the Elements of Green marketing to extrinsic cues. Furthermore, when FMCG companies communicate their environmental sustainability, they influence the consumer via either the central or the peripheral route of the Elaboration Likelihood Model. Both routes can create awareness of environmental sustainability among consumers and leads to an increase of the perception of quality. Finally, to build or improve brand loyalty in the FMCG market, companies should focus on what attracts the consumer to buy a product. Companies can do so by focusing on the consumers’ perception of quality and emphasizing the emotional payoff from the Grey Benefit Chain. If companies emphasize the emotional payoff from their products, the emotional payoff can contribute to improving brand loyalty. To conclude this research, Fast-Moving Consumer Goods companies can apply the Elements of Green Marketing to the intrinsic cues of a product but must communicate the environmental sustainability of the product to create awareness among consumers. When the consumer’s perception of environmental sustainability increases, increasing the consumers’ perceptions of quality and a more significant emotional payoff of the product. Finally, brand loyalty is improved by environmental sustainability as a result of the increased perceptions of quality and a greater emotional payoff.

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