THE SOCIAL DYNAMICS OF SUSTAINABLE CONSUMPTION: ENVIRONMENTAL AWARENESS, TRUST, AND CONSUMER LOYALTY IN ECO-FRIENDLY MARKETS

Abstract

This study examines the social dynamics of sustainable consumption by investigating the influence of environmental awareness and customer trust on consumer loyalty in eco-friendly markets. The study addresses the importance of sustainable consumption and how consumers’ environmental perceptions and relational evaluations contribute to loyalty toward responsible products and brands. An explanatory quantitative research design was employed. Data were collected through a self-administered online questionnaire from consumers of environmentally friendly household and personal care products in Sidoarjo, East Java, Indonesia. Using purposive sampling, 140 responses were obtained, of which 127 valid responses were retained for analysis. The measurement instrument consisted of 23 indicators covering environmental awareness, customer trust, and consumer loyalty, measured using a five-point Likert scale. Data were analyzed using SPSS through descriptive statistics, validity/reliability testing, classical assumption testing, and regression analysis. The results demonstrate that environmental awareness has a positive and significant effect on consumer loyalty (β = 0.342, t = 5.480, p < 0.001). Customer trust also has a positive and significant effect on consumer loyalty and represents the stronger predictor (β = 0.460, t = 5.537, p < 0.001). These findings indicate that sustainable consumption is influenced by both consumers’ environmental awareness and confidence in the credibility and environmental responsibility of eco-friendly brands. The study contributes to sustainable consumer behavior literature by highlighting environmental and relational dimensions of consumer loyalty. Managerially, eco-friendly brands should strengthen environmental education, transparency, and credible sustainability practices to foster lasting consumer relationships.