Sustaining brand loyalty: The moderating role of green consumption values |
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Authors: | Ioannis Rizomyliotis Athanasios Poulis Kleopatra Konstantoulaki Apostolos Giovanis |
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Affiliation: | 1. Department of Business Administration, University of West Attica, Agiou Spiridonos Str, Athens, 12210 Greece;2. Centre for Change, Entrepreneurship and Innovation Management, University of Brighton, Mithras House, Lewes Road, Brighton, BN2 4AT UK;3. Department of Marketing and Business Strategy, Westminster Business School, 35 Marylebone Rd, London, NW1 5LS UK |
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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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Keywords: | brand experience brand loyalty brand personality green consumption values wearable technology |
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