Determinants of Customer Loyalty: A Green Marketing Perspective
- DOI
- 10.2991/978-2-494069-99-2_33How to use a DOI?
- Keywords
- Green marketing perspective; Environment-friendly attitude; Green issues; Green customer loyalty
- 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.
- Copyright
- © 2023 The Author(s)
- Open Access
- Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.
Cite this article
TY - CONF AU - Chi Bo Wong AU - Monica Law AU - Wing Chi Branda Wu PY - 2023 DA - 2023/02/04 TI - Determinants of Customer Loyalty: A Green Marketing Perspective BT - Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022) PB - Atlantis Press SP - 447 EP - 462 SN - 2352-5428 UR - https://doi.org/10.2991/978-2-494069-99-2_33 DO - 10.2991/978-2-494069-99-2_33 ID - Wong2023 ER -