The impact of sustainability marketing on customer loyalty : a cross regional study of eastern and western europe

Details

Supervisors

Lina Pilelienė

Faculty

Louvain School of Management

Degree label

Master [120] en sciences de gestion, à finalité spécialisée

Abstract

This thesis analyses the impact of sustainability marketing on customer loyalty across Eastern and Western Europe. Sustainability marketing has increasingly been incorporated into marketing strategies by most companies. However, there is a gap in the research done cross-regionally especially across Europe. The research problem addressed by this thesis is what is the impact of sustainability marketing on customer loyalty across Western and Eastern Europe. The object of the research is the impact of sustainability marketing on customer loyalty. And the aim of the paper is based on theoretical analysis of sustainability marketing and its effect on customer loyalty, empirically investigate the impact that sustainability marketing has on customer loyalty in the retail sector across Eastern and Western Europe. The methods used in the thesis involve triangulation of qualitative and quantitative data included primary as well as secondary sources. The primary data is collected through focus groups and online surveys while the secondary data is obtained through a theoretical review. The findings show that sustainability is of equal importance on a personal level for Western and Eastern Europeans. When exposed to sustainability marketing, Western Europeans have an increased positive brand perception in comparison to Eastern Europeans which also indicated increased customer loyalty. However, both groups displayed a low level of trust when it comes to believing sustainability marketing carried out by companies. This paper is research-oriented final master thesis.