The Contribution of Green Marketing to Brand Strengthening and Consumer Loyalty: The LUSH Case

The climax of mass production and overexploitation of natural resources began with industrialization, and over the past decades has led to an increasingly imminent decay and degradation of the planet. Thus, the need arises to adopt sustainable modes of production and consumption, in order to reduce environmental impact and, in the case of companies, also reduce production costs, which consequently allows for an increase in profit. Green marketing is a good strategy to make consumers aware of environmental problems and to encourage the consumption of organic products and all their advantages. This article aims to explore the concepts inherent to environmental issues within brands, particularly analysing the cosmetics brand LUSH Fresh Handmade Cosmetics. It was concluded that the adoption of green marketing and the components of corporate social responsibility greatly strengthens the image, identity and value of a brand, making the customer loyal and, therefore, also constituting a differentiation factor and a competitive advantage.