IDEAS home Printed from https://ideas.repec.org/a/bla/bstrat/v30y2021i7p3025-3039.html
   My bibliography  Save this article

Sustaining brand loyalty: The moderating role of green consumption values

Author

Listed:
  • Ioannis Rizomyliotis
  • Athanasios Poulis
  • Kleopatra Konstantoulaki
  • Apostolos Giovanis

Abstract

Environmental issues are massively emerging in the current agendas of governments, businesses and consumers all over the globe. Consumers increasingly adopt a more energetic role in the environmental discussion and employ product consumption to manifest their contribution to the debate. Equally, a growing number of businesses try to affect positive social change, whereas others strategically approach green opportunities; at the same time, they persistently intensify their branding offerings to sustain loyalty. This article brings into discussion green consumption values as the authors aim to shed light into the way the latter moderate the effect of brand related factors, namely, brand experiences and brand personality, on brand loyalty. Based on data received from 413 participants and using the wearable technologies industry as the focal context, the study underscores the significance of green consumption values. Findings are discussed, and implications for managers are provided.

Suggested Citation

  • Ioannis Rizomyliotis & Athanasios Poulis & Kleopatra Konstantoulaki & Apostolos Giovanis, 2021. "Sustaining brand loyalty: The moderating role of green consumption values," Business Strategy and the Environment, Wiley Blackwell, vol. 30(7), pages 3025-3039, November.
    • Handle: RePEc:bla:bstrat:v:30:y:2021:i:7:p:3025-3039
    DOI: 10.1002/bse.2786
    as

    Download full text from publisher

    File URL: https://doi.org/10.1002/bse.2786
    Download Restriction: no
    File URL: https://libkey.io/10.1002/bse.2786?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Hung M. Nguyen & George Onofrei & Dothang Truong & Simon Lockrey, 2020. "Customer green orientation and process innovation alignment: A configuration approach in the global manufacturing industry," Business Strategy and the Environment, Wiley Blackwell, vol. 29(6), pages 2498-2513, September.
    2. Malhotra, Naresh K., 1988. "Self concept and product choice: An integrated perspective," Journal of Economic Psychology, Elsevier, vol. 9(1), pages 1-28, March.
    3. Dwivedi, Abhishek & Nayeem, Tahmid & Murshed, Feisal, 2018. "Brand experience and consumers’ willingness-to-pay (WTP) a price premium: Mediating role of brand credibility and perceived uniqueness," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 100-107.
    4. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    5. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    6. Joško Brakus, J. & Schmitt, Bernd H. & Zhang, Shi, 2014. "Experiential product attributes and preferences for new products: The role of processing fluency," Journal of Business Research, Elsevier, vol. 67(11), pages 2291-2298.
    7. Nitika Sharma & Raiswa Saha & V. Raja Sreedharan & Justin Paul, 2020. "Relating the role of green self‐concepts and identity on green purchasing behaviour: An empirical analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3203-3219, December.
    8. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    9. Colin Shaw & John Ivens, 2002. "Building Great Customer Experiences," Palgrave Macmillan Books, Palgrave Macmillan, number 978-0-230-55471-9, September.
    10. Noel Albert & Dwight Merunka, 2013. "The role of brand love in consumer‐brand relationships," Post-Print hal-01822309, HAL.
    11. Samy Belaïd & Azza Temessek Behi, 2011. "The role of attachment in building consumer-brand relationships: an empirical investigation in the utilitarian consumption context," Post-Print hal-02180696, HAL.
    12. David Gadenne & Jessica Kennedy & Catherine McKeiver, 2009. "An Empirical Study of Environmental Awareness and Practices in SMEs," Journal of Business Ethics, Springer, vol. 84(1), pages 45-63, January.
    13. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    14. Tania Bucic & Jennifer Harris & Denni Arli, 2012. "Ethical Consumers Among the Millennials: A Cross-National Study," Journal of Business Ethics, Springer, vol. 110(1), pages 113-131, September.
    15. Johar, Gita V. & Sengupta, Jaideep & Aaker, Jennifer L., 2005. "Two Roads to Updating Brand Personality Impressions: Trait versus Evaluative Inferencing," Research Papers 1884r, Stanford University, Graduate School of Business.
    16. Nora Mustonen & Heikki Karjaluoto & Chanaka Jayawardhena, 2016. "Customer Environmental Values and Their Contribution to Loyalty in Industrial Markets," Business Strategy and the Environment, Wiley Blackwell, vol. 25(7), pages 512-528, November.
    17. Ji Kyung Park & Deborah Roedder John, 2010. "Got to Get You into My Life: Do Brand Personalities Rub Off on Consumers?," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(4), pages 655-669, December.
    18. Jean-Noël Kapferer, 1992. "Strategic Brand Management: New Approaches to Creating and Evaluating Brand Equity," Post-Print hal-00788649, HAL.
    19. Whitson, Rod, 2013. "`How Cool Brands Stay Hot` by Joeri Van Den Bergh and Mattias Behrer," Journal of Brand Strategy, Henry Stewart Publications, vol. 2(2), pages 210-211, June.
    20. Stoimenova Borislava, 2016. "Knowledge and Attitudes about Green Consumption in Bulgaria," Economic Themes, Sciendo, vol. 54(4), pages 499-515, December.
    21. L. Zarantonello & H.T. Luomala, 2011. "Dear Mr. Chocolate: Constructing a Typology of Chocolate Consumption Experiences Through Qualitative Diary Research," Post-Print hal-00799085, HAL.
    22. Hosany, Sameer & Ekinci, Yuksel & Uysal, Muzaffer, 2006. "Destination image and destination personality: An application of branding theories to tourism places," Journal of Business Research, Elsevier, vol. 59(5), pages 638-642, May.
    23. Remi Trudel & Jennifer J. Argo, 2013. "The Effect of Product Size and Form Distortion on Consumer Recycling Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(4), pages 632-643.
    24. Wenhao Song & Shengce Ren & Jun Yu, 2019. "Bridging the gap between corporate social responsibility and new green product success: The role of green organizational identity," Business Strategy and the Environment, Wiley Blackwell, vol. 28(1), pages 88-97, January.
    25. Dick, Alan & Chakravarti, Dipankar & Biehal, Gabriel, 1990. "Memory-Based Inferences during Consumer Choice," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 82-93, June.
    26. Muhammad Mohsin Butt & Saadia Mushtaq & Alia Afzal & Kok Wei Khong & Fon Sim Ong & Pui Fong Ng, 2017. "Integrating Behavioural and Branding Perspectives to Maximize Green Brand Equity: A Holistic Approach," Business Strategy and the Environment, Wiley Blackwell, vol. 26(4), pages 507-520, May.
    27. Heesup Han & Myong Jae Lee & Wansoo Kim, 2018. "Antecedents of Green Loyalty in the Cruise Industry: Sustainable Development and Environmental Management," Business Strategy and the Environment, Wiley Blackwell, vol. 27(3), pages 323-335, March.
    28. Hoch, Stephen J & Ha, Young-Won, 1986. "Consumer Learning: Advertising and the Ambiguity of Product Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(2), pages 221-233, September.
    29. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    30. Hoch, Stephen J, 2002. "Product Experience Is Seductive," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 448-454, December.
    31. William Young & Kumju Hwang & Seonaidh McDonald & Caroline J. Oates, 2010. "Sustainable consumption: green consumer behaviour when purchasing products," Sustainable Development, John Wiley & Sons, Ltd., vol. 18(1), pages 20-31.
    32. Paco, Arminda & Raposo, Mario, 2010. "Green Consumer Market Segmentation: Empirical Findings from Portugal," Apas Papers 203, Academic Public Administration Studies Archive - APAS.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Louis T. W. Cheng & Piyush Sharma & David C. Broadstock, 2023. "Interactive effects of brand reputation and ESG on green bond issues: A sustainable development perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 32(1), pages 570-586, January.
    2. Kinga Hoffmann-Burdzińska & Agata Stolecka-Makowska & Olaf Flak & Marcin Lipowski & Mariusz Łapczyński, 2022. "Consumers’ Social Responsibility in the Process of Energy Consumption—The Case of Poland," Energies, MDPI, vol. 15(14), pages 1-17, July.
    3. Huawei Tian, 2023. "Does consumer social responsibility augment corporate social responsibility: A reciprocal analysis of external stakeholder from stakeholder theory perspective," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(2), pages 968-978, March.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Viktoria Maria Radler, 2018. "20 Years of brand personality: a bibliometric review and research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 25(4), pages 370-383, July.
    2. Slaton, Kelcie & Testa, Danielle & Bakhshian, Sonia & Fiore, Ann Marie, 2020. "The small, inventory free retail format: The impact on consumer-based brand equity and purchase behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    3. Damien Chaney & Renaud Lunardo & Rémi Mencarelli, 2018. "Consumption experience: past, present and future," Post-Print hal-01951670, HAL.
    4. Lai-cheung Leung, 2016. "The Role of Consumer-Brand Experiences and Relationship in Contributing to Brand Equity for Services," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 2(2), pages 195-216, April.
    5. Faseeh Amin Beig & Fayaz Ahmad Nika, 2019. "Brand Experience and Brand Equity," Vision, , vol. 23(4), pages 410-417, December.
    6. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
    7. Ulla A. Saari & Saku J. Mäkinen, 2017. "Measuring brand experiences cross-nationally," Journal of Brand Management, Palgrave Macmillan, vol. 24(1), pages 86-104, January.
    8. Faseeh Amin Beig & Mohammad Furqan Khan, 2022. "Romancing the Brands on Social Media," Global Business Review, International Management Institute, vol. 23(3), pages 841-862, June.
    9. Hugo Martins & Paulo Carvalho & Nuno Almeida, 2021. "Destination Brand Experience: A Study Case in Touristic Context of the Peneda-Gerês National Park," Sustainability, MDPI, vol. 13(21), pages 1-17, October.
    10. Vishwas Maheshwari & George Lodorfos & Siril Jacobsen, 2014. "Determinants of Brand Loyalty: A Study of the Experience-Commitment-Loyalty Constructs," International Journal of Business Administration, International Journal of Business Administration, Sciedu Press, vol. 5(6), pages 13-23, November.
    11. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    12. Barnes, Stuart J. & Mattsson, Jan & Sørensen, Flemming, 2014. "Destination brand experience and visitor behavior: Testing a scale in the tourism context," Annals of Tourism Research, Elsevier, vol. 48(C), pages 121-139.
    13. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.
    14. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
    15. Golossenko, Artyom & Pillai, Kishore Gopalakrishna & Aroean, Lukman, 2020. "Seeing brands as humans: Development and validation of a brand anthropomorphism scale," International Journal of Research in Marketing, Elsevier, vol. 37(4), pages 737-755.
    16. Tsuen-Ho Hsu & Ling-Zhong Lin, 2021. "A Multidimensional Fuzzy Quality Function Deployment Design for Brand Experience Assessment of Convenience Stores," Mathematics, MDPI, vol. 9(20), pages 1-24, October.
    17. Monica Fait & Antonio Iazzi & Paola Scorrano, 2014. "La brand experience nelle strategie commerciali delle imprese vitivinicole," ECONOMIA E DIRITTO DEL TERZIARIO, FrancoAngeli Editore, vol. 2014(2), pages 285-304.
    18. Pinaki Roy & Kapil Khandeparkar & Manoj Motiani, 2016. "A lovable personality: The effect of brand personality on brand love," Journal of Brand Management, Palgrave Macmillan, vol. 23(5), pages 97-113, September.
    19. Hultman, Magnus & Skarmeas, Dionysis & Oghazi, Pejvak & Beheshti, Hooshang M., 2015. "Achieving tourist loyalty through destination personality, satisfaction, and identification," Journal of Business Research, Elsevier, vol. 68(11), pages 2227-2231.
    20. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bla:bstrat:v:30:y:2021:i:7:p:3025-3039. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Wiley Content Delivery (email available below). General contact details of provider: http://onlinelibrary.wiley.com/journal/10.1002/(ISSN)1099-0836 .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.