Determinants of customer loyalty: A green marketing perspective

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.