Sustaining brand loyalty: The moderating role of green consumption values

Ioannis Rizomyliotis; Athanasios Poulis; Kleopatra Konstantoulaki; Apostolos Giovanis

doi:10.1002/bse.2786

Sustaining brand loyalty: The moderating role of green consumption values

Ioannis Rizomyliotis, Athanasios Poulis, Kleopatra Konstantoulaki, Apostolos Giovanis

Research output: Contribution to journal › Article › peer-review

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.

Original language	English
Pages (from-to)	3025-3039
Number of pages	15
Journal	Business Strategy and the Environment
Volume	30
Issue number	7
DOIs	https://doi.org/10.1002/bse.2786
Publication status	Published - 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 https://doi.org/10.1002/bse.2786. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Use of Self-Archived Versions.

Keywords

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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title = "Sustaining brand loyalty: The moderating role of green consumption values",

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.",

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Sustaining brand loyalty: The moderating role of green consumption values

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Keywords

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