A combined approach to explore the drivers of green brand loyalty Online publication date: Thu, 19-Dec-2024
by Truong Thi Hue; Tran Anh Phuong; Pham Thi Thanh Hang
International Journal of Services and Standards (IJSS), Vol. 14, No. 3, 2024
Abstract: This study aims to identify the factors driving green brand loyalty (GBL) and verify the impact of these factors on GBL. Data was collected from 528 consumers of green electronic products in Vietnam. The partial least squares structural equation modelling (PLS-SEM) and in-depth interview method were combined for analysis. The results indicated the strength of the factors influencing GBL in the following order: green perceived value, green trust, and green brand image. The study also found that green perceived quality significantly affects green perceived value, thus playing a crucial role in GBL. Further information and explanations for the quantitative research results were provided through qualitative in-depth interviews. This work might be the first to examine the relationships between green perceived quality, green perceived value, and GBL using a combined qualitative and quantitative approach, providing deeper insights into this topic.
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