Title: A combined approach to explore the drivers of green brand loyalty

Authors: Truong Thi Hue; Tran Anh Phuong; Pham Thi Thanh Hang

Addresses: VNU International School, Vietnam National University, Hanoi, 144 Xuan Thuy Road, Hanoi, 100000, Vietnam ' Hanoi University of Industry, 298 Cau Dien Road, Hanoi 100000, Vietnam ' VNU School of Interdisciplinary Sciences and Arts, Vietnam National University, Hanoi, 144 Xuan Thuy Road, Hanoi, 100000, Vietnam

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.

Keywords: green brand; green brand loyalty; brand management; green perceived value; green perceived quality; green trust; green brand image.

DOI: 10.1504/IJSS.2024.143434

International Journal of Services and Standards, 2024 Vol.14 No.3, pp.268 - 289

Received: 06 Apr 2024
Accepted: 09 Nov 2024
Published online: 19 Dec 2024 *

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