Sang Tang My *

* Corresponding author (tangmysangk11@gmail.com)

Main Article Content

Abstract

This study evaluates the impact of green switching costs on loyalty to green products in Viet Nam. The study surveyed 960 consumers who have been using green products in Viet Nam. The research employs quantitative techniques for analysis, and the findings indicate that customer loyalty is positively impacted by satisfaction and green switching costs. The results show that alternative attractiveness has an effect and negatively affect customer loyalty. The influence of alternative attractiveness on customer loyalty can also be altered by green switching costs. The novelty of this study is to provide insight into customer loyalty to green products by increasing green switching costs and reducing alternative attractiveness. The results are useful for businesses and managers of green product manufacturing enterprises in their efforts to promote customer loyalty sustainably.

Keywords: Attraction, green, loyalty, satisfaction, switching costs

Article Details

References

Ahmed, S., Islam, T., & Ghaffar, A. (2024). Shaping brand loyalty through social media influencers: The mediating role of follower engagement and social attractiveness. SAGE Open, 14(2), 1–17. https://doi.org/10.1177/21582440241242928

Al Haq, M. ., Abd Wahab, N., & Alam, M. M. (2020). Understanding the impact of institutional factors on asnaf sustainability: A PLS-SEM approach. Ournal of Islamic Monetary Economics and Finance, 17(4), 759–790.

Alam, S. M. S., & Islam, K. M. Z. (2021). Examining the role of environmental corporate social responsibility in building green corporate image and green competitive advantage. International Journal of Corporate Social Responsibility, 6(1). https://doi.org/10.1186/s40991-021-00062-w

Amsami, M., & Hamid, A. A. (2020). Influence of philanthropic corporate social respo nsibility on customers’ loyalty: Mediation role of customers’ gratitude. African Journal of Business and Economic Research, 15(3), 253–277.

Anisa, N., & Tjhin, V. U. (2023). Factors affecting customer loyalty moderated by switching cost on the customer satisfaction of digital streaming services. Journal of System and Management Sciences, 13(1), 1–20. https://doi.org/10.33168/JSMS.2023.0101

Bhatnagar, S. B., Mishra, J. K., & Syed, A. A. (2019). Customer disloyalty in retail banking services: attitudinal and behavioural dimensions. Sia-Pacific Journal of Business Administration, 11(1), 46–67.

Chan, Aung, & Phanasan, A. (2019). The influence of corporate social responsibility ( CSR ) and service quality on customer loyalty outcomes : The private banking case in Myanmar. Journal of Business Administration and Languages, 7(2), 61-75. https://so06.tci-thaijo.org/index.php/TNIJournalBA/article/view/205880

Chan, S. H. G., Zhang, X. V., Wang, Y. B., & Li, Z. M. (2022). Effects of psychological benefits of greenness on airlines’ customer experiential satisfaction, service fairness, alternative attractiveness, and switching intention. Frontiers in Psychology, 13(April), 1–15. https://doi.org/10.3389/fpsyg.2022.834351

Comrey, A. L., & Lee, H. B. (2013). A first course in factor analysis. In Psychology Press.

Cropanzano, R., & Mitchell, M. S. (2005). Social exchange theory: An Interdisciplinary review. Journal of Management, 31(6), 874–900. https://doi.org/10.1177/0149206305279602

Dabija, D. C., Bejan, B. M., & Grant, D. B. (2018). The impact of consumer green behaviour on green loyalty among retail formats: A Romanian case study. Moravian Geographical Reports, 26(3), 173–185. https://doi.org/10.2478/mgr-2018-0014

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50. http://www.jstor.org/stable/3151312

Ghazali, E., Nguyen, B., Mutum, D. S., & Mohd-Any, A. A. (2016). Constructing online switching barriers: Examining the effects of switching costs and alternative attractiveness on e-store loyalty in online pure-play retailers. Electronic Markets, 26(2), 157–171. https://doi.org/10.1007/s12525-016-0218-1

Guandalini, I., Sun, W., & Zhou, L. (2019). Assessing the implementation of Sustainable Development Goals through switching cost. Journal of Cleaner Production, 232, 1430–1441. https://doi.org/10.1016/j.jclepro.2019.06.033

Hair, F., J., Matthews, L. M., Matthews, R. L., & Sarstedt, M. (2017). PLS-SEM or CB-SEM: updated guidelines on which method to use. International Journal of Multivariate Data Analysis, 1(2), 107. https://doi.org/10.1504/ijmda.2017.10008574

Hair, F, J., Sarstedt, M., Ringle, C. M., Thiele, K. O., & Gudergan, S. P. (2016). Estimation issues with PLS and CBSEM : Where the bias lies !. Journal of Business Research, 69(10), 3998–4010. https://doi.org/10.1016/j.jbusres.2016.06.007

Henseler, J. (2017). Partial least squares path modeling. In Advanced methods for modeling markets. https://link.springer.com/chapter/10.1007/978-3-319-53469-5_12

Hoa, P. X., Xuan, V. N., & Phuong Thu, N. T. (2023). Nexus of innovation, renewable consumption, FDI, growth and CO2 emissions: The case of Vietnam. Journal of Open Innovation: Technology, Market, and Complexity, 9(3), 100100. https://doi.org/10.1016/j.joitmc.2023.100100

Hoang, T. C., Black, M. C., Knuteson, S. L., & Roberts, A. P. (2019). Environmental Pollution, Management, and Sustainable Development: Strategies for Vietnam and Other Developing Countries. Environmental Management, 63(4), 433–436. https://doi.org/10.1007/s00267-019-01144-z

Khan, S., & Salim, A. (2021). Saudi females’ buying behavior of green cosmetics: A pertinent motivational aspect. Journal of Marketing Communications, 27(6), 594–606. https://doi.org/10.1080/13527266.2020.1720268

Kim, Eun, S., Harish, S. P., Kennedy, R., Jin, X., & Urpelainen, J. (2020). Environmental degradation and public opinion: The case of air pollution in Vietnam. Journal of Environment and Development, 29(2), 196–222. https://doi.org/10.1177/1070496519888252

Kim, K. A., Byon, K. K., Kim, K. A., & Byon, K. K. (2021). Conceptualization of switching costs in fitness centers: a higher-order reflective-formative model. Sport Management Review, 24(4), 543–566. https://doi.org/10.1080/14413523.2021.1879565

Kuo, Y. F., Hu, T. L., & Yang, S. C. (2013). Effects of inertia and satisfaction in female online shoppers on repeat‐purchase intention: The moderating roles of word‐of‐mouth and alternative attraction. Managing Service Quality: An International Journal, 23(3), 168–187. https://doi.org/10.1108/09604521311312219

Li, G., Li, J., & Sun, X. (2019). Measuring green brand equity in relationship interactions and its impact on brand loyalty. Revista de Cercetare Si Interventie Sociala, 66, 278–297. https://doi.org/10.33788/rcis.66.16

Martin, N., & Pandiammal, P. (2018). Economic production quantity model for green quality products with its associated costs of product switching and three step production processes. Journal of Applied Science and Computations, 5(11), 242–247.

Patterson, P. G., & Smith, T. (2003). A cross-cultural study of switching barriers and prospensity to stay with service providers. Journal of Retailing, 79(2), 107–120. https://doi.org/10.1016/S0022-4359(03)00009-5

Studies, D., Ganaie, A., Bhat, M. A., & Publication, A. (2021). Switching Costs and Customer Loyalty : A Review of literature. International Journal of Management and Development Studies, 10(05), 7–14.

Tessaro, J. A., Harms, R., & Schiele, H. (2024). Customer attractiveness: A comparative analysis of startups versus incumbents in supplier choice. Journal of Purchasing and Supply Management, 30(2), 100901. https://doi.org/10.1016/j.pursup.2024.100901

Valenzuela, F., & Valenzuela, F.-R. (2012). The Effect of Switching Barriers Types on Customer Loyalty. International Review of Business Research Papers, 8(1), 1–19. https://www.researchgate.net/publication/265035029

Yen, Y. S. (2010). Can perceived risks affect the relationship of switching costs and customer loyalty in e‐commerce? Internet Research, 20(2), 210–224.

Zameer, H., Wang, Y., & Yasmeen, H. (2020). Reinforcing green competitive advantage through green production, creativity and green brand image: Implications for cleaner production in China. Journal of Cleaner Production, 247. https://doi.org/10.1016/j.jclepro.2019.119119

Zhang, X., & Yousaf, H. M. A. U. (2020). Green supply chain coordination considering government intervention, green investment, and customer green preferences in the petroleum industry. Journal of Cleaner Production, 246. https://doi.org/10.1016/j.jclepro.2019.118984

Zhou, J., Sawyer, L., & Safi, A. (2021). Institutional pressure and green product success: The role of green transformational leadership, green innovation, and green brand image. Frontiers in Psychology, 12(October), 1–15. https://doi.org/10.3389/fpsyg.2021.704855