Dr. WONG Chi Bo, BrianBrianDr. WONG Chi BoDr. LAW Chui Chui, MonicaMonicaDr. LAW Chui ChuiWu, Wing Chi BrandaWing Chi BrandaWu2023-10-182023-10-182022Wong, 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.9781713870647http://hdl.handle.net/20.500.11861/8295Environment-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.enConference Paper0.2991/978-2-494069-99-2_33