Determinants of Customer Loyalty: A Green Marketing Perspective

Chi Bo Wong (), Monica Law () and Wing Chi Branda Wu ()
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Chi Bo Wong: Hong Kong Shue Yan University, Department of Business Administration
Monica Law: Hong Kong Shue Yan University, Department of Business Administration
Wing Chi Branda Wu: Hong Kong Shue Yan University, Department of Business Administration

A chapter in Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022), 2023, pp 447-462 from Springer

Abstract: Abstract Environment-friendly attitude contributes greatly to green marketing. Accordingly, this research endeavours to comprehensively understand the factors affecting green customer loyalty. Specifically, a research model was developed linking green product quality, green corporate image, green trust, green customer satisfaction and green customer loyalty. Data pertaining to Bonaqua, a bottled water brand in Hong Kong, were collected using an online survey questionnaire, with customers returning 188 valid responses. Data analysis showed that there is a significant positive relationship in the consumers’ satisfaction-loyalty link. Green product quality, green corporate image and green trust are significantly and directly correlated with green customer satisfaction, but they non-significantly affect green customer loyalty. The findings of this research contribute to the practical and theoretical understanding of the impact of environment-friendly attitudes on green customer satisfaction and loyalty.

Keywords: Green marketing perspective; Environment-friendly attitude; Green issues; Green customer loyalty (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-2-494069-99-2_33

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