With the changing market-place and new marketing methods, societal issues are becoming increasingly important within the companies internal and external operations. Consumers today place higher demands on the market, which requires companies to be adaptable in order to survive. Companies can thus, through purpose-driven marketing, show that they contribute to the benefit of society. Authenticity and customer loyalty are two concepts that will be central and significant for marketing and consumption. There is minimal research on purpose-driven marketing from a consumer perspective. In addition, there is a lack of research on whether this is perceived as credible and the effect it has on loyal customers. The study will thus be based on purpose-driven marketing, authenticity and customer loyalty.

For this study, a qualitative research method has been applied to answer the phenomenon presented above. Data has been collected through semi-structured interviews. The study has managed secondary data in terms of previous research which concerns the present subject.

The study concluded the following: Authenticity is considered a factor that can strengthen or distinguish purpose-driven marketing. Authenticity affects customer loyalty when it reflects consumer values and that the trademark is well established. Authenticity does not affect customer loyalty because it is not important to the consumer, purchases will still be made. Word-of-Mouth plays a crucial role in consumers perceptions of brands, which affects how authenticity is interpreted and loyalty is maintained.