Modelling green customer loyalty and positive word of mouth

Abstract

Purpose The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty and positive word of mouth (PWOM) towards energy-efficient products, and how environmental knowledge moderates these relationships. Design/methodology/approach A quantitative research approach was followed using a cross-sectional design. Data were collected from 440 consumers in South Africa, who used electronic home appliances that have energy efficiency labels. A structural equation model and a multigroup analysis were used to test the hypothesised relationships. Findings The results revealed that consumption values partially influence green customer satisfaction, which, in turn, affect green customer trust and loyalty, and PWOM. Environmental knowledge only marginally moderates the relationships in the model. Practical implications Green marketing practitioners should work on improving green customer satisfaction, which is central to a sustainable green consumption lifestyle. Originality/value The theoretical contribution of this study is through the application of a multidimensional approach to testing the impact of consumption values on green customer satisfaction. Moreover, this paper provides greater clarity on the specific determinants of PWOM and examines the interplay between green customer loyalty and positive word of mouth towards green products. Furthermore, the moderating effect of environmental knowledge on the relationships in the proposed model is explained.

Green perceived value and consumer attitudes in the light of the SDGs: a replication study from a developing economy

“…Trust in green labelling was measured with four items adapted from Minbashrazgah et al (2017); for example, “The characteristics of the green product labelling comply with the law”. Green satisfaction was measured with items adapted from Issock et al (2020); for example, “I am satisfied with my decision to purchase this product because of its environmental performance”. Finally, green loyalty was measured with four items adopted from Chen et al (2020); for example, “I am eager to repurchase the brand due to its environmental performance”.…”

CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy

“…Sustainability investment and green banking awareness programs are tools that are driven or supported by new technologies. These environmental initiatives measure customer satisfaction and green consumer loyalty [45,108].…”

“…Due to increased pressures from different stakeholders, including consumers, banking institutions have started to report their efforts to preserve the natural environment. In this regard, green banking initiatives can lead a bank toward consumer satisfaction, which ultimately enhances green consumer loyalty [45][46][47]. Likewise, well-reputed banks in the banking industry began to engage in co-creation activities which aimed to improve the consumer experience.…”

Pengaruh Green Perceived Value (GPV) dan Green Brand Knowledge terhadap Purchase Intention to Buying Green Product Melalui Attitude Toward Purchasing Green Products

“…Hasil temuan studi Issock et al (2020) menyatakan bahwa nilai sosial digambarkan sebagai utilitas sosial yang dirasakan dari suatu produk untuk meningkatkan citra diri sosial konsumen dan hubungan dengan satu atau lebih pada kelompok sosial tertentu. Social Value merupakan utilitas sosial yang dirasakan oleh konsumen seperti konsumen akan memiliki kesan yang baik dihadapan orang lain ketika membeli green product.…”