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Assessing the Effects of Perceived Value and Satisfaction on Customer Loyalty: A ‘Green’ Perspective

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  • Won‐Moo Hur
  • Yeonshin Kim
  • Kyungdo Park

Abstract

To promote an understanding of green consumption behavior, this paper investigates how consumer value relates to loyalty and price consciousness through consumer satisfaction. The proposed model of the variables underwent empirical validation through data collected from a cross‐sectional survey of 517 consumers in the USA who had bought and possessed a hybrid car – a representative green product. The results indicate that perceived social, emotional, and functional values have a significant positive effect on customer satisfaction with respect to green innovation. Further, customer satisfaction leads to customer loyalty, while lowering price consciousness. This study demonstrates the importance of consumer value and satisfaction in facilitating the diffusion of green innovation, with resulting implications for marketing strategy and public policy. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • Won‐Moo Hur & Yeonshin Kim & Kyungdo Park, 2013. "Assessing the Effects of Perceived Value and Satisfaction on Customer Loyalty: A ‘Green’ Perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 20(3), pages 146-156, May.
    • Handle: RePEc:wly:corsem:v:20:y:2013:i:3:p:146-156
    DOI: 10.1002/csr.1280
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    References listed on IDEAS

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    3. Youngran Shin & Vinh V. Thai, 2015. "The Impact of Corporate Social Responsibility on Customer Satisfaction, Relationship Maintenance and Loyalty in the Shipping Industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 22(6), pages 381-392, November.
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    7. Huang, Dayan & Liu, Chengyi & Yan, Zehao & Kou, Aiju, 2023. "Payments for Watershed Services and corporate green innovation," International Review of Economics & Finance, Elsevier, vol. 87(C), pages 541-556.
    8. Chiou‐Fong Wei & Chang‐Tang Chiang & Tun‐Chih Kou & Bruce C Y Lee, 2017. "Toward Sustainable Livelihoods: Investigating the Drivers of Purchase Behavior for Green Products," Business Strategy and the Environment, Wiley Blackwell, vol. 26(5), pages 626-639, July.
    9. Gui, Dan-Yang & Liu, Shixiong & Dai, Yu & Liu, Ying & Wang, Xiaoli & Huang, Huiying, 2021. "Greater patience and monetary expenditure: How shopping with companions influences purchase decisions," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    10. Marco Lerro & Riccardo Vecchio & Francesco Caracciolo & Stefano Pascucci & Luigi Cembalo, 2018. "Consumers' heterogeneous preferences for corporate social responsibility in the food industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1050-1061, November.
    11. Seyed Habibollah Mirghafoori & Davood Andalib & Parisa Keshavarz, 2017. "Developing Green Performance Through Supply Chain Agility in Manufacturing Industry: A Case Study Approach," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(5), pages 368-381, September.
    12. Rafael Currás‐Pérez & Consuelo Dolz‐Dolz & María J. Miquel‐Romero & Isabel Sánchez‐García, 2018. "How social, environmental, and economic CSR affects consumer‐perceived value: Does perceived consumer effectiveness make a difference?," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(5), pages 733-747, September.
    13. Chu, Zhen & Cheng, Mingwang & Yu, Ning Neil, 2021. "A smart city is a less polluted city," Technological Forecasting and Social Change, Elsevier, vol. 172(C).
    14. Natalia Ortiz‐de‐Mandojana & Javier Aguilera‐Caracuel & Matilde Morales‐Raya, 2016. "Corporate Governance and Environmental Sustainability: The Moderating Role of the National Institutional Context," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(3), pages 150-164, May.
    15. Rosa Maria Dangelico & Fabio Nonino & Alessandro Pompei, 2021. "Which are the determinants of green purchase behaviour? A study of Italian consumers," Business Strategy and the Environment, Wiley Blackwell, vol. 30(5), pages 2600-2620, July.
    16. Wu, Bao & Jin, Chenfei & Monfort, Abel & Hua, Danni, 2021. "Generous charity to preserve green image? Exploring linkage between strategic donations and environmental misconduct," Journal of Business Research, Elsevier, vol. 131(C), pages 839-850.
    17. Kumar Ramesh & Raiswa Saha & Susoban Goswami & Sekar & Richa Dahiya, 2019. "Consumer's response to CSR activities: Mediating role of brand image and brand attitude," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 377-387, March.
    18. Hsiu‐Yi Lin & Meng‐Hsiang Hsu, 2015. "Using Social Cognitive Theory to Investigate Green Consumer Behavior," Business Strategy and the Environment, Wiley Blackwell, vol. 24(5), pages 326-343, July.

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