The Effectiveness of Green Marketing Strategy on Customer Loyalty through Consumer Satisfaction in Muslim Fashion
Keywords:
green marketing, customer satisfaction, customer loyalty, Muslim consumers, religious values, eco-friendly fashion, systematic literature reviewAbstract
This study aims to evaluate the influence of green marketing strategies on customer loyalty by considering the mediation role
of customer satisfaction, as well as the influence of religious, social, and ethical values in the context of Muslim fashion consumers. The approach used is a Systematic Literature Review (SLR) referring to the PRISMA 2020 protocol. A total of 34 scholarly articles published between 2015 and 2025 that meet the inclusion criteria were systematically analyzed to identify the relationship patterns among the studied variables.The results show that green marketing strategies have a positive effect on customer loyalty, but this influence is significantly strengthened when mediated by customer satisfaction. Satisfaction arises not only from product benefits but also from the alignment of the brand’s values with the religious and social principles believed by Muslim consumers. Additionally, spiritual and ethical values have been proven to play an essential role in shaping attitudes and loyalty towards environmentally friendly products.This study makes a conceptual contribution to the development of value-based green marketing and enriches the study of Muslim consumer behavior in developing countries. These findings provide a foundation for a more ethical, contextual, and sustainable green marketing strategy.
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