Premium
Assessing the Effects of Perceived Value and Satisfaction on Customer Loyalty: A ‘Green’ Perspective
Author(s) -
Hur WonMoo,
Kim Yeonshin,
Park Kyungdo
Publication year - 2012
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.1280
Subject(s) - marketing , customer satisfaction , business , loyalty , loyalty business model , value (mathematics) , customer delight , perspective (graphical) , consumption (sociology) , advertising , service quality , sociology , service (business) , machine learning , artificial intelligence , computer science , social science
To promote an understanding of green consumption behavior, this paper investigates how consumer value relates to loyalty and price consciousness through consumer satisfaction. The proposed model of the variables underwent empirical validation through data collected from a cross‐sectional survey of 517 consumers in the USA who had bought and possessed a hybrid car – a representative green product. The results indicate that perceived social, emotional, and functional values have a significant positive effect on customer satisfaction with respect to green innovation. Further, customer satisfaction leads to customer loyalty, while lowering price consciousness. This study demonstrates the importance of consumer value and satisfaction in facilitating the diffusion of green innovation, with resulting implications for marketing strategy and public policy. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment.