The effect of customer satisfaction, green switching costs and alternative attractiveness on customer loyalty to green products in Viet Nam

This study evaluates the impact of green switching costs on loyalty to green products in Viet Nam. The study surveyed 960 consumers who have been using green products in Viet Nam. The research employs quantitative techniques for analysis, and the findings indicate that customer loyalty is positively impacted by satisfaction and green switching costs. The results show that alternative attractiveness has an effect and negatively affect customer loyalty. The influence of alternative attractiveness on customer loyalty can also be altered by green switching costs. The novelty of this study is to provide insight into customer loyalty to green products by increasing green switching costs and reducing alternative attractiveness. The results are useful for businesses and managers of green product manufacturing enterprises in their efforts to promote customer loyalty sustainably.