How do corporate environmental protection practices benefit brand loyalty and purchase intention?

This study investigates the ways that corporate environmental protection practices shape customer brand loyalty and purchase intentions, with a focus on the mediating role of customer engagement and the moderating role of influencer endorsement. Data were gathered from 350 Taiwanese consumers via an online survey and analyzed using SmartPLS 4.0 to test the structural model. The results indicate that corporate environmental protection practices significantly increase customer engagement, which in turn drives both brand loyalty and purchase intentions. Customer engagement mediates the impact of corporate environmental protection practices on both outcomes. Furthermore, endorsements from attractive and credible influencers amplify the positive effects of customer engagement on brand loyalty and purchase intentions. Embedding visible environmental initiatives into corporate strategy strengthens consumer–brand relationships, and when these initiatives are communicated through engaging experiences and trusted influencers, it maximizes their influence on brand loyalty and buying behaviors. Managers should treat environmental actions as the core of brand value creation; design interactive touchpoints that encourage emotional, cognitive and behavioral engagement; and partner with influencers whose appeal and credibility align with the brand's sustainability message to extend the message's reach and deepen the level of consumer commitment.