Coffee shop consumers' emotional attachment and loyalty to green stores: The moderating role of green consciousness. (January 2015) - Jang, Yoon Jung
Highlights: This study examines the relationship among green practices, consumers' attachment, and loyalty. This study further investigates moderating role of green consciousness. Green practices had a significant influence on consumers' attachment to a store. Consumers' attachment to green stores had a positive effect on store loyalty and product loyalty. Highly green-conscious consumers showed stronger store attachments and exhibited greater loyalty. Abstract: This study examines the effects of green practices on the development of consumers' store attachment in coffee shops and the role of consumers' store attachment in predicting loyalty to green stores and green products. This study further investigates whether consumers with a high degree of green consciousness respond more positively to green practices than other consumers do. The researchers administered a survey to U.S. coffee shop customers and collected data from web-based online panel members using an online survey. This study employs structural equation modeling to test the hypothesized relationships. The findings showed that green practices had a significant influence on consumers' attachment to a store. In addition, consumers' attachment to green stores had a positive effect on store loyalty, and store loyalty was significantly associated with product loyalty. Further investigation of the moderating effects of green consciousness showed that in contrast to less green-conscious consumers, highly green-conscious consumers responded more positively to stores' green cues, showing stronger store attachments and exhibiting greater loyalty to green stores and green products. The theoretical and managerial implications of these findings are discussed.