Sustaining Brand Loyalty: the Moderating Role of Green Consumption values

Rizomyliotis, I., Poulis, A., Konstantoulaki, K. and Giovanis, A. 2021. Sustaining Brand Loyalty: the Moderating Role of Green Consumption values . Business Strategy and The Environment. 30 (7), pp. 3025-3039. https://doi.org/10.1002/bse.2786

TitleSustaining Brand Loyalty: the Moderating Role of Green Consumption values
TypeJournal article
AuthorsRizomyliotis, I., Poulis, A., Konstantoulaki, K. and Giovanis, A.
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, while 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.

KeywordsGreen Consumption Values
Brand Loyalty
Brand Experience
Brand Personality
Wearable Technology
JournalBusiness Strategy and The Environment
Journal citation30 (7), pp. 3025-3039
ISSN0964-4733
1099-0836
Year2021
PublisherWiley
Accepted author manuscript
File Access Level
Open (open metadata and files)
Digital Object Identifier (DOI)https://doi.org/10.1002/bse.2786
Web address (URL)https://onlinelibrary.wiley.com/doi/10.1002/bse.2786
Publication dates
Published online15 Apr 2021
Published in printNov 2021

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