Brand loyalty in green marketing : the pillar of sustainable development

• Main Authors: Neo, Lay Peng, Lim, Qi Kai, Chan, Fann Ming
• Other Authors: Lang Chin Ying, Josephine
• Format: Final Year Project
• Language: English
• Published: 2013
• Subjects: DRNTU::Business::Marketing::Environmental::Green marketing
• Online Access: http://hdl.handle.net/10356/51477
• Institution: Nanyang Technological University

This paper establishes societal, tribal and practical benefits as powerful predictors of green brand attachment and that such attachment can be moderated by a consumer’s self-concept score. The paper also addresses the possible link between brand attachment and loyalty. Past studies on this subject matter have met with some shortcomings that limit the predictive measurement of green brand attachment: the lack of correlation between attitude and behavior on a general level, the lack of a more dynamic definition of self-concept, and the lack of relevance to today’s changing consumer environment (e.g. advent of social media and the internet). Based on our literature reviews, this study uses current value propositions and a unified definition of self-concept to overcome these shortcomings. Questionnaire data was collected among Singaporeans and the study confirmed that the three propositions (societal, tribal and practical) are strong predictors of green brand attachment. The unified definition of self-concept is only applicable to the aforementioned structural proposition model as a moderator variable to the extent that a non-linear model is used. Such a model helped in explaining 37 per cent of the variance in green brand attachment, which in turn, predicted 33 per cent of the variance of green brand loyalty. Notably, this study also discovered that self-concept plays a stronger role as a direct influence to green brand attachment than in moderation.