Sustainable production practices and brand loyalty: evidence from Cway bottled water in Osun state

The implementation of sustainable production practices has become one of the most salient determinants of consumer behaviour and brand loyalty. This research explores how sustainable practices which are eco-friendly packaging and waste management have influenced the brand loyalty of consumers of CWAY bottled water in Osun State, Nigeria. A cross-sectional design was used and questionnaires were administered to customers of CWAY bottled water in Osun State. 385 questionnaires were distributed out of which 378 valid responses were received. Descriptive statistics and multiple regression analysis were used to analyse the data. It was found that eco-friendly packaging (β = 0.466, p < 0.001) significantly impacts brand loyalty and waste-reduction practices (β = 0.498, p < 0.001). Among these factors, the greatest influence was on waste-reduction practices, indicating that consumers are increasingly willing to invest in companies that prioritise environmental responsibility in their manufacturing and distribution processes. The results align with prior empirical investigations that highlight the importance of sustainability practices in enhancing customer trust, satisfaction, and loyalty. The research concluded that CWAY and similar organisations should improve their consumer relations by incorporating sustainability into their production strategies. The practical implication is that bottled water companies should never stop innovating in environmentally friendly packaging and in minimising waste to remain unique in the market.