An Empirical Investigation Into The Determinants Of Consumer Loyalty Towards Green Brand - Case Study Of Cocoon Vietnam.

Abstract

With perceived environmental value and perceived environmental transparency serving as beginnings, this study aims to investigate the relationship between customer loyalty in green brands, self-brand connection, and customer trust in green brands. Structural Equation Modeling (SEM) was used to analyze the given hypotheses after responses from CoCoon customers had been gathered. The study discovered that both perceived environmental value and transparency positively impact self-brand connection and customer trust in green brands. More important than green transparency, the study emphasized the role of self-brand connection and customer trust as mediators for maintaining customer loyalty - the last marketing target. The research provides practitioners with valuable insights to improve their understanding of client creation, enabling them to devise efficient campaigns.