Department of Management

Types of value and cost in consumer-green brands relationship and loyalty behaviour

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

DOI

  • Erifili Papista, Athens University of Economics & Business , Greece
  • Polymeros Chrysochou
  • Athanasios Krystallis Krontalis
  • ,
  • Sergios Dimitriadis, Athens University of Economics & Business , Greece

Recent literature has proposed the dynamic construct of customer value (CV) as an alternative approach to studying proenvironmental consumer purchase and loyalty behaviour. This study empirically tests and validates a model pertaining to the factors that motivate and/or hinder the development of the relationship between consumers and green brands. Findings from a survey on green brands in the detergent category indicate that a set of value dimensions and (purchase) costs have a significant influence on perceptions of CV, which, as an overall assessment construct, mediate the relationship between value dimensions and costs and loyalty to the green brand. This research also examines the moderating effect of involvement on the relationships between the 3 antecedents (value dimensions, purchase costs, and switching costs) and perceived CV. Overall, the current study offers a multiattribute understanding of consumers' relational behaviour, concluding with several value-enhancing and cost-minimising implications for green marketing practitioners.

Original languageEnglish
JournalJournal of Consumer Behaviour
Volume17
Issue1
Pages (from-to)e101-e113
Number of pages13
ISSN1472-0817
DOIs
Publication statusPublished - 2018

    Research areas

  • PERCEIVED VALUE, SWITCHING COSTS, SUSTAINABLE CONSUMPTION, PRODUCT ATTRIBUTES, CUSTOMER VALUE, INTENTIONS, QUALITY, SERVICE, SATISFACTION, PERCEPTIONS

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