ISSN: 2226-3624
Open access
In the context of today's growing global environmental awareness, green consumption, as an emerging consumer trend, is gradually changing consumers' purchasing behavior and preferences. This study aims to explore how green product awareness influences consumers' purchase intention through online platforms, and further analyze how this purchase intention acts on online consumer loyalty. By constructing and validating a theoretical model that includes green product awareness, purchase intention and online consumer loyalty, this study uses a questionnaire to collect data from 150 online consumers from different geographical regions, age groups and consumption levels, and utilizes statistical software for empirical analysis. Specifically, the study first defines the concepts of green product awareness, purchase intention and online consumer loyalty, and proposes core hypotheses based on relevant literature and theoretical foundations. Subsequently, this paper ensures the validity and reliability of data collection by designing a scientific and reasonable questionnaire, and uses descriptive statistics, correlation analysis and regression analysis to analyze the collected data in depth. By revealing the intrinsic connection between green product awareness, purchase intention and online consumer loyalty, this study helps enterprises better understand and satisfy consumers' demand for green products, so as to stand out in the fierce market competition and realize sustainable development.
Al?Zyoud, M. F. (2021). The impact of gamification on consumer loyalty, electronic word?of mouth sharing and purchase behavior. Journal of Public Affairs, 21(3), e2263.
Bhat, I. H., Gupta, S., Parray, S. H., Sharma, D., Ali, F., & Itoo, R. A. (2024). Shopping experience and consumer loyalty towards organic food stores: evaluating the moderating role of gender. British Food Journal, 126(3), 1278-1300.
Chaab, J., & Demirag, O. C. (2022). Effects of consumer loyalty and product web compatibility on cooperative advertising and pricing policies in a dual-channel supply chain. RAIRO-Operations Research, 56(4), 2557-2580.
Isbahi, M. B., Pertiwi, T. K., & Purwanto, S. (2024). The Role of Green Brand Image Awareness and Environmental Awareness on Purchasing Decisions by Controlling the Behavior of Potential Consumers of the Body Shop Mojokerto. Indonesian Interdisciplinary Journal of Sharia Economics (IIJSE), 7(1), 442-461.
Kotler, P., & Keller, K. L. (2020). Manajemen pemasaran.Jilid l. Edisi Ke 13. Jakarta: Pt. Penerbit Erlangga.
Lestari, E. R., Septifani, R., & Nisak, K. (2021, November). Green awareness and green purchase intention: The moderating role of corporate image. In IOP Conference Series: Earth and Environmental Science (Vol. 924, No. 1, p. 012051). IOP Publishing.
Najjar, H., & Najar, C. (2023). From relational benefits to consumer loyalty across international perspective: a meta-analytic structural equation modeling. Journal of Marketing Analytics, 11(3), 470-489.
Qian, T. Y., Yu, B., Matz, R., Luo, L., & Xu, C. (2023). Gamification for consumer loyalty: An exploration of unobserved heterogeneity in gamified esports social live streaming. Telematics and Informatics, 85, 102062.
Rama, A. S., & Susanto, P. (2024). The effect of environmental awareness as a moderation on determinants of green product purchase intention. Global Journal of Environmental Science and Management, 10(2), 699-712.
Saini, S., & Singh, J. (2020). Managing consumer loyalty: an expanded model of consumer experience management and consumer loyalty. International Journal of Asian Business and Information Management (IJABIM), 11(1), 21-47.
Weihan, S. (2022). Research on Enhancing brand loyalty of Online consumers in the New era. Chinese Journal of Management Information Technology,25(20):98-100.
Titiyal, R., Bhattacharya, S., Thakkar, J. J., & Sah, B. (2023). Impact of e-fulfillment on consumer loyalty across different product types. Journal of Asia Business Studies, 17(2), 439-461.
Chen, W. (2020). A study on the relationship between service quality, customer satisfaction and customer loyalty in shopping centers in Taichung Area. Journal of Global Sport and Leisure Management, 3(1):40-63.
Walsh, G., Evanschitzky, H., & Wunderlich, M. (2008). Identification and analysis of moderator variables: Investigating the customer satisfaction?loyalty link. European Journal of Marketing, 42(9/10), 977-1004.
Yuen, K. F., Koh, L. Y., Wong, Y. Q., & Wang, X. (2023). Sustainable crowdsourced delivery: A study of technological, health, value, and trust antecedents of consumer loyalty. Journal of Cleaner Production, 405, 137010.
Lin, F., & Aremu, A. Y. (2024). The Effect of Green Product Awareness on Online Consumer Loyalty Based on Consumer Purchase Intention. International Journal of Academic Research in Economics and Management Sciences, 13(3), 522–539.
Copyright: © 2024 The Author(s)
Published by HRMARS (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode