An Adaptation of the Quality–Loyalty Model to Study Green Consumer Loyalty

Thi Hoang Ha Tran and Tuan Le-Anh ()
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Thi Hoang Ha Tran: Institute of Business Management, Thuongmai University, 79 Ho Tung Mau, Hanoi 122801, Vietnam
Tuan Le-Anh: Faculty of Business Administration and Tourism, Electric Power University, 235 Hoang Quoc Viet, Hanoi 10000, Vietnam

Sustainability, 2025, vol. 17, issue 15, 1-16

Abstract: This research proposes an adaptation of the quality–loyalty model in which affective commitment is integrated as a key factor in the proposed framework. The study presented a comprehensive framework encompassing 11 hypotheses formulated from an extensive literature review. Empirical data collected from 679 environmentally conscious consumers predominantly residing in Vietnam’s three principal urban centers were employed to evaluate these hypotheses. The assessment was executed utilizing the partial least squares structural equation modeling technique. The results of this research authenticate the appropriateness of the integrated model in studying green consumption, verify the critical role of affective commitment in the newly introduced model, and identify the high impact of affective commitment on green loyalty intention and green purchase behavior. This research also shows that other factors of the quality–loyalty model have significant influences on affective commitment and green loyalty intention. Moreover, this study signifies the crucial role of green perceived quality in fostering affective commitment and green loyalty intention. Green perceived quality was identified as a key factor influencing green loyalty intention and played a crucial role in encouraging customers to purchase environmentally friendly products.

Keywords: green consumption; quality–loyalty model; affective commitment; green loyalty intention; green purchase behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:17:y:2025:i:15:p:7144-:d:1719198

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