SOCIAL MEDIA DETERMINANTS IN FOSTERING LOYALTY TOWARD "GREEN" BRANDS WITHIN THE CIRCULAR ECONOMY FRAMEWORK
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Abstract
Introduction. In modern conditions, the development of green marketing is becoming increasingly important for businesses that seek to combine commercial performance with environmental responsibility and sustainable development principles. Particular attention is paid to green brands, as their competitiveness depends not only on product quality, but also on transparency, credibility of environmental claims, consumer trust and the ability to involve audiences in responsible consumption practices. Social media are becoming an important communication environment for such brands, as they provide constant interaction with consumers, visualisation of environmental value and support for circular economy practices.
Purpose. The research aims at substantiating the role of social media in forming consumer loyalty to green brands in the context of circular economy development.
Results. The study substantiates the interpretation of green marketing as an integrated managerial and communication concept that combines ecological, social, market and economic priorities of an enterprise. The essence of a green brand as a reputational system based on environmental responsibility, transparency, evidence-based communication and value interaction with consumers is determined. It is revealed that in the circular economy consumer loyalty is formed not only through product quality, but also through the perception of the brand as a participant in sustainable environmental transformation. The article identifies key characteristics of a green brand, including environmental responsibility, transparency, evidence, circularity, social interaction and reputational sustainability. The advantages of social media over traditional promotion channels are determined, in particular interactivity, personalisation, flexibility, analytical measurability and the possibility of creating social proof.
Originality. The mechanisms of social media influence on consumer loyalty to green brands are proposed and systematised. These mechanisms include relevant content, visualisation of environmental value, social proof, influencer marketing, personalisation, transparency and consumer involvement in circular actions. The article substantiates that social media should be considered not only as a promotion channel, but also as a tool for building trust, preventing greenwashing and transforming environmental awareness into long-term brand loyalty.
Conclusion. It is proved that social media play a strategic role in strengthening green brands under circular economy conditions. Their effective use allows enterprises to explain environmental value, confirm ecological responsibility, maintain dialogue with consumers and form communities around responsible consumption practices. It is determined that long-term loyalty to green brands depends on the consistency of communication, credibility of environmental claims and active consumer involvement in sustainable and circular initiatives.
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