With increasing consumer awareness about environmental sustainability, green products have gained significant market attention. Brand loyalty plays a crucial role in the success of green products, as loyal consumers are more likely to engage in repeat purchases and advocate for environmentally friendly brands. This study explores the key factors that influence brand loyalty among consumers of green products. The research adopts a mixed-methods approach, utilizing a survey of 300 consumers and in-depth interviews with 15 green product consumers. The study finds that factors such as environmental consciousness, perceived product quality, brand trust, and social influence significantly impact brand loyalty in the green product sector. Implications for businesses seeking to enhance loyalty among green product consumers are discussed.

Brand Loyalty, Green Products, Green Consumption

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