Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.11861/8295
Title: Determinants of customer loyalty: A green marketing perspective
Authors: Dr. WONG Chi Bo, Brian 
Dr. LAW Chui Chui, Monica 
Wu, Wing Chi Branda 
Issue Date: 2022
Source: Wong, Chi Bo, Law, Monica & Wu, Wing Chi Branda (2022 Oct 12). Determinants of customer loyalty: A green marketing perspective. In Chen, Fanyu. Choo, Soon William (Eds.).Business, Accounting, Finance And Economics. International Conference. 10th 2022. (BAFE 2022) Creating Value Via Esg And Sustainability in a Post-Covid-19 Pandemic World, Kampar, Malaysia (pp. 447-462). Atlantis Press.
Conference: 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022) 
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.
Type: Conference Paper
URI: http://hdl.handle.net/20.500.11861/8295
ISBN: 9781713870647
DOI: 0.2991/978-2-494069-99-2_33
Appears in Collections:Business Administration - Publication

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