The Impact of Virtual Green Campaigns on Brand Loyalty: The Mediating Effect of Emotional Attachment to Sustainability Causes with special reference to Millennial Consumers in South India

In the present competitive business world, "loyal customers" can play a vital role in sustaining a business in the long term. Their positive experiences stimulate others to endorse the brand. In the present digital world, if businesses start to focus on virtual green campaigns, it may lead them to reach a wider audience, by promoting environmental sustainability and eco-friendly practices. Considering the importance of loyal customers and the need for virtual green campaigns, the present paper examined the critical role of virtual green campaigns in enhancing brand loyalty, along with the mediating effect of emotional attachment to sustainability causes. Structural equation modelling was used, with data from 307 millennial consumers in South India, collected through structured questionnaires. The study found direct impact of green virtual campaigns on brand loyalty. The statistical mediating analysis also clearly revealed that if a brand promotes environmental causes, such as conservation efforts, consumers can form an emotional attachment, building deeper trust and loyalty towards that brand. This provides a practical implication for brands to focus on virtual green campaigns and foster emotional attachment to sustainability causes.