A study of green loyalty intention under the loyalty chain stages theory perspective

Purpose This research introduced an adapted loyalty chain stages framework that integrated factors (perceived value and satisfaction) from the service loyalty model (SLM) supplementing it with attitude towards green products and affective commitment. This research verified the usefulness of the adapted framework and the critical roles of the introduced factors in predicting green loyalty intention. Design/methodology/approach The research proposed an integration model based on loyalty chain stages theory including 10 hypotheses to predict green loyalty intention. These hypotheses were verified using data obtained from 679 environmentally conscious customers across 3 major cities in Vietnam. This research applied exploratory factor analysis to verify factors’ appropriateness and used the partial least squares method to evaluate the effects of the proposed factors in the model. Findings This research authenticated the usefulness of the loyalty chain stages theory that integrated factors from different behavioral theories to predict green loyalty intention. The results verified the strong impacts of green perceived value and green satisfaction and also showed strong direct and mediating roles of attitude and affective commitment in explaining green loyalty intention. Attitude (a key factor of the theory of planned behavior (TPB)) and affective commitment (a crucial factor of organizational commitment theory (OCT)) are well fitted in the new proposed framework to study green loyalty intention. Additionally, the research demonstrates that green perceived value and green satisfaction significantly impact affective commitment and attitude towards green products. Research limitations/implications Other intrinsic and extrinsic motivations and their impacts on green loyalty intention should be investigated. In addition, exploring the elements that could bridge the divide between the green loyalty intention and the actual behavior is also important. Practical implications This research indicates that to have customers continue to purchase green products, it is important to keep them satisfied and committed to green products. Therefore, enhancing the affective commitment level of customers to green products is crucial in practice. This investigation further suggested that value and satisfaction with products or services exerted more pronounced influences on the intention to remain loyal than mere attitudinal factors (in this context, attitude). Consequently, improving customer interactions with products or services is essential in practice for maintaining customer loyalty. Originality/value This research is among the first to integrate factors of the TPB, the SLM and the OCT into the loyalty chain stages theory to study green loyalty intention.