The Impact of the Perception of Relational Loyalty on Purchasing Sustainable Products – Pilot Study

Purpose: Relational loyalty, built on trust, satisfaction, and long-term ties between consumers and brands, is often viewed as a crucial mechanism for increasing customer attachment and willingness to recommend the brand. Research indicates that loyal customers are more inclined to support a company’s sustainability initiatives. However, there is a lack of detailed analyses examining how such relationships specifically influence purchasing decisions in the FMCG sector. In particular, little is known about how loyalty programs can be designed to simultaneously enhance customer retention and promote the choice of environmentally friendly products. The aim of this article is to fill this research gap by exploring the relationship between relational loyalty and the purchase of sustainable FMCG products. Design/Methodology/Approach: To achieve the set goal, we conducted quantitative and qualitative research. Data for quantitative research was collected using a closed-ended questionnaire and for qualitative research using a semi-structured interview questionnaire. In the numerical studies, we checked the reliability of the measurement scale of independent variables using the Cronbach's alpha test and then conducted a Spearman's rank correlation analysis. On this basis, using descriptive statistics tests, we determined for which ranks the variables of perception of relational loyalty and the variables of the purchase of sustainable FMCG take the highest value. The analysis of the obtained results was deepened by qualitative research. Our research is of a pilot nature and for this reason was not conducted on a representative sample. Findings: Although about half of consumers consider themselves loyal to their chosen brands, most of them do not feel bound by loyalty when making purchases. They believe that loyalty programs strongly encourage choosing more sustainable products and that loyal customers are willing to promote sustainable products to other buyers. They value product durability, but not out of concern for the environment, but for pragmatic reasons. The impact of product durability on purchasing decisions is weak, but when consumers feel appreciated by companies, well-designed loyalty programs encourage the purchase of sustainable FMCP. Practical Implications: Consumers’ relational loyalty is a factor that increases the willingness to make repeated purchases of FMCP. To achieve this effect, companies must shape loyalty programs so that customers feel appreciated. Originality/Value: The influence of relational loyalty on the purchase of sustainable FMCP is not a common subject of research. Our research fits into this gap.