Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)

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The Influence of Green Marketing on Consumer Loyalty in the Organic Food Industry in Palopo City

Authors
Muhammad Dafit1, *, Muhammad Ismail1
1Hasanuddin University, Makassar, Indonesia
*Corresponding author. Email: dafitm23a@student.unhas.ac.id
Corresponding Author
Muhammad Dafit
Available Online 30 July 2025.
DOI
10.2991/978-94-6463-758-8_243How to use a DOI?
Keywords
Green Marketing; Consumer Loyalty; Organic Food Industry; Environmentally Friendly Products; Price
Abstract

This study aims to analyze the effect of green marketing on consumer loyalty in the organic food industry in Palopo city. With increasing public awareness of environmental issues, green marketing strategies are increasingly relevant to study. This study used a survey method with a sample of 150 organic food consumers in Palopo. The analysis was conducted using linear regression to test the relationship between green marketing elements, such as environmentally friendly products, prices, and promotions, on consumer loyalty. The results showed that green marketing has a significant influence on consumer loyalty, with green products being the most influential element. This research provides insights for organic food companies to optimize environment-based marketing strategies to increase consumer loyalty and strengthen their position in an increasingly competitive market.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
Series
Advances in Economics, Business and Management Research
Publication Date
30 July 2025
ISBN
978-94-6463-758-8
ISSN
2352-5428
DOI
10.2991/978-94-6463-758-8_243How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Muhammad Dafit
AU  - Muhammad Ismail
PY  - 2025
DA  - 2025/07/30
TI  - The Influence of Green Marketing on Consumer Loyalty in the Organic Food Industry in Palopo City
BT  - Proceedings of the 9th International Conference on Accounting, Management, and Economics 2024 (ICAME 2024)
PB  - Atlantis Press
SP  - 2959
EP  - 2964
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-758-8_243
DO  - 10.2991/978-94-6463-758-8_243
ID  - Dafit2025
ER  -