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

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Determinants of Customer Loyalty: A Green Marketing Perspective

Authors
Chi Bo Wong1, *, Monica Law1, Wing Chi Branda Wu1
1Department of Business Administration, Hong Kong Shue Yan University, 10 Wai Tsui Crescent, North Point, Hong Kong
*Corresponding author. Email: cbwong@hksyu.edu
Corresponding Author
Chi Bo Wong
Available Online 4 February 2023.
DOI
10.2991/978-2-494069-99-2_33How to use a DOI?
Keywords
Green marketing perspective; Environment-friendly attitude; Green issues; Green customer loyalty
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.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
4 February 2023
ISBN
10.2991/978-2-494069-99-2_33
ISSN
2352-5428
DOI
10.2991/978-2-494069-99-2_33How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Chi Bo Wong
AU  - Monica Law
AU  - Wing Chi Branda Wu
PY  - 2023
DA  - 2023/02/04
TI  - Determinants of Customer Loyalty: A Green Marketing Perspective
BT  - Proceedings of the 10th International Conference on Business, Accounting, Finance and Economics (BAFE 2022)
PB  - Atlantis Press
SP  - 447
EP  - 462
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-494069-99-2_33
DO  - 10.2991/978-2-494069-99-2_33
ID  - Wong2023
ER  -