However, in one of the most critical moments of the pandemic

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However, in one of the most critical moments of the pandemic, they had problems receiving these packages from their distributors and, in order to deliver these orders, they had to resort to plastic and expanded polystyrene. To the surprise of the owners, they received several complaints even from the most loyal consumers and several negative reviews on the establishment's delivery applications and social networks. Thanks to good management, the owners were able to solve the problems without major losses. This case serves as a warning not only of the direct impact of Green Marketing actions, but also to exemplify one of its greatest benefits: customer retention and loyalty .

In the book Customer Success by Dan Steinman, Lincoln Loan Phone Number List Murphy and Nick Mehta we can see the concept of two types of loyalty that exist in the public: behavioral loyalty and attitudinal loyalty . Behavioral or intellectual loyalty indicates that that customer is only loyal because they need it and the scarcity of other solutions makes them loyal to the brand out of necessity. Attitudinal or emotional loyalty , on the other hand, concerns customers who are loyal because they love the brand, finding values ​​similar to theirs and identifying with that company.



And Green Marketing is directly related to attitudinal loyalty, since these are the most valuable consumers who will not only become loyal customers, but will also be willing to pay more for solutions and, above all, brand promoters for your business. network of friends and family. What to expect from Green Marketing in the coming years? Although the practical example of a Green Marketing strategy is specific to physical products, sustainable actions can also be applied in the digital environment and should be a practice to consider starting in 2022.