Effect of sustainable marketing strategies and ESG awareness on consumer behavior and brand loyalty in emerging markets

• Post by: birpo
• May 13, 2026
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Onyeke, Kenechi John

Abstract         

This study examined the effect of sustainable marketing strategies and ESG awareness on consumer behavior and brand loyalty in emerging markets, with particular reference to Enugu State, Nigeria. The study was anchored on the Theory of Planned Behavior (TPB), which explains how attitudes, subjective norms, and perceived behavioral control shape consumer decision-making and loyalty patterns. A cross-sectional survey research design was adopted, and primary data were collected from 370 working adults using structured questionnaires. Data were analyzed using descriptive statistics, including frequencies and percentages, alongside regression analysis for hypothesis testing.The findings revealed that sustainable marketing strategies exert a positive and significant influence on consumer behavior regarding ESG perceptions in emerging markets (β = 0.684; t = 7.435; p < 0.05). The study further found that ESG awareness has a positive and significant effect on brand loyalty among consumers (β = 0.731; t = 9.024; p < 0.05). In addition, emerging market factors significantly moderate the relationship between sustainable marketing strategies and long-term brand loyalty (β = 0.592; t = 5.748; p < 0.05). Descriptive results further showed that 29.7% of respondents often and 20.3% always considered sustainable marketing initiatives before purchasing products, while environmentally friendly products (32.4%) and ethical labor practices (21.6%) were identified as the major sustainability factors influencing brand perception. The findings also indicated that clear communication of ESG initiatives (29.7%) and third-party certifications (25.7%) significantly enhance consumer trust, whereas lack of transparency (28.4%) and perceived greenwashing practices (25.7%) weaken confidence in sustainability claims.The study concludes that sustainable marketing strategies and ESG awareness significantly shape consumer behavior and strengthen brand loyalty in emerging markets. The study therefore recommends that firms improve ESG disclosure practices, enhance transparency in sustainability communication, and implement measurable sustainability initiatives capable of strengthening consumer trust, competitive advantage, and long-term customer loyalty..

Keywords: Sustainable Marketing Strategies, ESG Awareness, Consumer Behavior, Brand Loyalty, Emerging Markets

Cite: Onyeke, K. J. (2026). Effect of sustainable marketing strategies and ESG awareness on consumer behavior and brand loyalty in emerging markets. International Journal of Consumer Behaviour and Strategic Marketing, 4 (3), 55-79. https://doi.org/10.5281/zenodo.20157786