“What can Volkswagen do to attain Brand Loyal consumers through Pro-Environmental Consumer Behaviour?”

Environmental issues have become more prevalent in recent years forcing car firms to adapt. This adaption from car companies will need to ensure its effective in retaining and maintaining brand loyalty. This research study investigates what Volkswagen can do to attain brand loyally consumers using pro-environmental consumer behaviour. Primary quantitative data was used through a self-administered web-based survey. The findings suggest pro-environmental consumer behaviour does not have as big an impact on brand loyalty compared to factors such a price and product quality. The study also explores the main factors effecting brand loyalty, but ultimately found that pro-environmental consumer behaviour can help boost levels of brand loyalty in consumers. The research has added value to how companies can use pro-environmental consumer behaviour to boost levels of brand loyalty.