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Determinants of Customer Loyalty: A Green Marketing Perspective

In: Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Chi Bo Wong & Monica Law & Wing Chi Branda Wu, 2023. "Determinants of Customer Loyalty: A Green Marketing Perspective," Advances in Economics, Business and Management Research, in: Fanyu Chen & Keng Soon William Choo & Voon Hsien Lee & Chooi Yi Wei (ed.), Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022), pages 447-462, Springer.
    • Handle: RePEc:spr:advbcp:978-2-494069-99-2_33
    DOI: 10.2991/978-2-494069-99-2_33
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