The role of word of mouth marketing in the effect of green consumer values on brand love

Nowadays, with the increase of envirenmental concerns, consumers sensitivity to sustainability and environmentally friendly values in their brand preferences has come to the forefront. In this context, the purpose of this study is to reveal how green consumer values shape brand love and how brand love influences consumers behavior of recommending the brand to others. Within the scope of the research, a quantitative method was employed, and data were collected through a survey administered to university students studying in Malatya. The analyses revealed that green consumer values significantly enhance brand love, and brand love positively influences word-of-mouth behaviors. The findings indicate that environmentally friendly values not only strengthen the emotional bond with the brand but also contribute to consumers' willingness to recommend the brand to others. In conclusion, this study reveals that green consumer values provide a competitive advantage for brands and that marketing strategies based on environmental awareness reinforce brand love and Word-of-mouth marketing behaviors. KEYWORDS: Green Consumer Values, Brand Love, World of Mouth, Sustainability, Cunsomer Behavior