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How green marketing practices improve customer loyalty: the mediating role of green corporate image and the moderating role of green self-identity in the new energy vehicle market

Kaixin Yang (School of Business, Macau University of Science and Technology, Macau, China)
Huimei Bu (School of Business, Macau University of Science and Technology, Macau, China)
Rui Huang (Department of Tourism Management, School of Tourism, Hainan Normal University, Haikou, China)
Matthew Tingchi Liu (Faculty of Business Administration, University of Macau, Macao, China)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 30 September 2024

505

Abstract

Purpose

This research aims to explore the mechanisms by which green marketing practices (GMP) influence customer loyalty (CL) and how green self-identity (GSI) moderates the relationship between green corporate image (GCI) and customer loyalty in the new energy vehicle (NEV) market.

Design/methodology/approach

The study surveyed individuals who had purchased new energy vehicle products through an online platform, resulting in 321 valid questionnaires obtained through a non-probability sampling method. The data were analyzed using the PLS-SEM method to test the proposed hypotheses.

Findings

The research found that green advertisement, green product quality, green product price, external green supply chain management and the salesperson’s green expertise are GMP by the company, and they had positive effects on GCI. Furthermore, GCI had a positive mediating effect between GMP and CL, while green self-identity served as a positive moderator between GMP and CL.

Originality/value

This paper addresses the research gap in the literature on green image and consumer markets, providing a deeper understanding of the mechanisms underpinning GMP and consumer behaviors. These insights can assist companies in shaping a GCI and enhancing CL in the NEV market.

Keywords

Acknowledgements

We would like to thank all the scholars and editors who contributed to this research.

Citation

Yang, K., Bu, H., Huang, R. and Liu, M.T. (2024), "How green marketing practices improve customer loyalty: the mediating role of green corporate image and the moderating role of green self-identity in the new energy vehicle market", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-01-2024-0095

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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