Sustaining brand loyalty: The moderating role of green consumption values

Ioannis Rizomyliotis, Athanasios Poulis, Kleopatra Konstantoulaki, Apostolos Giovanis

    Research output: Contribution to journalArticlepeer-review


    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.

    Original languageEnglish
    Pages (from-to)3025-3039
    Number of pages15
    JournalBusiness Strategy and the Environment
    Issue number7
    Publication statusPublished - 15 Apr 2021

    Bibliographical note

    This is the peer reviewed version of the following article: Rizomyliotis, I, Poulis, A, Konstantoulaki, K, Giovanis, A. Sustaining brand loyalty: The moderating role of green consumption values. Bus Strat Env. 2021; 1– 15, which has been published in final form at This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.


    • Green Consumption Values
    • Brand Loyalty
    • Brand Experience
    • Brand Personality
    • Wearable Technology
    • brand experience
    • brand loyalty
    • green consumption values
    • wearable technology
    • brand personality
    • Geography, Planning and Development
    • Strategy and Management
    • Management, Monitoring, Policy and Law
    • Business and International Management


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