Abstract

Previous studies have paid much attention on product quality, corporate image, customer satisfaction, and customer loyalty, but none have explored them about green innovation or environmental management aspects. This study wants to fill this research gap. Therefore, this study proposes the rare and novel constructs respectively – green customer satisfaction and green customer loyalty and provides a research framework to explore the relationships among green product quality, green corporate image, green customer satisfaction, and green customer loyalty. With the use of a questionnaire survey, consumers who had experienced purchasing green or environmental products were identified as the subjects of this study. The empirical results show that (1) green product quality is positively associated with green customer satisfaction and green customer loyalty; (2) green corporate image is positively associated with green customer satisfaction and green customer loyalty; and (3) green customer satisfaction is positively associated with green customer loyalty. The results indicate that green product quality could bring about green customer satisfaction and green customer loyalty. Additionally, green corporate image contributes to green customer satisfaction and green customer loyalty.

Key words: Green product quality, green corporate image, green customer satisfaction, green customer loyalty.