In recent years, sustainability has emerged as a critical focus area in the retail industry, influencing both corporate strategies and consumer expectations. This study explores the relationship between sustainable retailing practices and consumer brand loyalty, with a specific focus on eco-conscious initiatives implemented within retail store environments. As environmental concerns increasingly influence consumer behaviour, retail brands are adopting various green strategies such as sustainable packaging, energy-efficient store operations, ethical sourcing, and waste reduction to align with evolving expectations. Through analysis of secondary data from sustainability reports, industry case studies, and academic literature, this research investigates how eco-friendly practices contribute to enhancing customer trust, satisfaction, and long-term loyalty. The findings aim to highlight the strategic importance of sustainability in retail and its potential to serve not only as an ethical obligation but also as a driver of competitive advantage in a rapidly evolving marketplace.