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Cited by 84Environmental Sustainability in BusinessCustomer Service Quality and LoyaltySustainable Supply Chain Management

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Modelling green customer loyalty and positive word of mouth: Can environmental knowledge make the difference in an emerging market?

Issock Issock, Paul Blaise, Mpinganjira, Mercy, Roberts-Lombard, Mornay·2019·International Journal of Emerging Markets
DOI 10.1108/ijoem-09-2018-0489
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Abstract

Purpose: The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty and positive word of mouth (PWOM) towards energy-efficient products, and how environmental knowledge moderates these relationships. Design/methodology/approach: A quantitative research approach was followed using a cross-sectional design. Data were collected from 440 consumers in South Africa, who used electronic home appliances that have energy efficiency labels. A structural equation model and a multigroup analysis were used to test the hypothesised relationships. Findings: The results revealed that consumption values partially influence green customer satisfaction, which, in turn, affect green customer trust and loyalty, and PWOM. Environmental knowledge only marginally moderates the relationships in the model. Practical implications: Green marketing practitioners should work on improving green customer satisfaction, which is central to a sustainable green consumption lifestyle. Originality/value: The theoretical contribution of this study is through the application of a multidimensional approach to testing the impact of consumption values on green customer satisfaction. Moreover, this paper provides greater clarity on the specific determinants of PWOM and examines the interplay between green customer loyalty and positive word of mouth towards green products. Furthermore, the moderating effect of environmental knowledge on the relationships in the proposed model is explained.

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Metadata

Authors
Issock Issock, P. B., Mpinganjira, M., & Roberts-Lombard, M.
Affiliations
University of Johannesburg (ZA)
ORCID
Venue
International Journal of Emerging Markets
Publisher
Emerald
Published
2019-09-05
Volume
15
Issue
3
Pages
405-426
ISSN
1746-8809 (ISSN-L)
DOI
10.1108/ijoem-09-2018-0489
OpenAlex
W2975819687
Cited by
84
References
4
Citations by year
2026: 9 · 2025: 16 · 2024: 20 · 2023: 13 · 2022: 11 · 2021: 10 · 2020: 5
FWCI
8.53
Type
journal article
Language
en
Open access
closed
Licence
www.emerald.com/insight/site-policies (tdm)
Locations
International Journal of Emerging Markets (publishedVersion)
Topics
  • Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
  • Social Sciences › Business, Management and Accounting › Marketing › Customer Service Quality and Loyalty
  • Social Sciences › Business, Management and Accounting › Strategy and Management › Sustainable Supply Chain Management
Keywords
positive word of mouth, consumption values, consumer trust, energy-saving products, environmental knowledge, green marketing, green consumption

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