The objectives of this study are to investigate the factors
that influence customer green perceived value (GPV) and
also to test the relationship between GPV and brand
loyalty in China. Based on the deontological and
teleological framework, this study proposes that ethical
responsibility, utilitarian environmental and warm glow of
giving benefits enhance green perceived value. In turn,
consumers’ perception of green value has positive impact
on brand loyalty. This study employs structural equation
modelling (SEM) to empirically test the hypotheses. The
results show that customers’ green brand perceptions are
positively related to green perceived value. In addition, the
results indicate that green perceived value directly leads to
brand loyalty and fully mediate the relationships between
ethical responsibility, utilitarian environmental and warm
glow of giving benefits and brand loyalty. Hence, if
companies would like to increase customer green brand
loyalty, they need to further create green perceived value.
In particular, both deontological and teleological
approaches need to be considered when creating
customer green perceived value.
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