Integrating service loyalty and planned behavior to explain green product loyalty

Abstract

The study appropriately positions the constructs of the Theory of Planned Behavior (TPB) and the Service Loyalty Model (SLM) within the first two stages of the loyalty chain stages model to better examine how loyalty stages influence the formation of green loyalty intention and green purchase behavior. This research applied a quantitative approach by formulating a comprehensive framework consisting of 10 hypotheses. Data were collected from 679 customers mainly in the three major cities of Vietnam, and Explanatory Factor Analysis and PLS-SEM were used to analyze the data. In the unified framework, factors from previous stages significantly influence factors in the consequence stage to form consumer loyalty. Additionally, the results show that green perceived value (a factor of cognitive loyalty) and green satisfaction (a factor of affective loyalty) can directly influence one stage ahead factors without necessarily passing through the intermediate stage. The results also highlight the key roles of green perceived quality on loyalty intention and, critically, the significant influence of green satisfaction on purchase behavior. Moreover, the study demonstrates that experiential constructs (SLM’s factors, including perceived quality, perceived value, and satisfaction) exert much stronger effects on customer loyalty than attitude.