A green step forward: the role of green marketing in nurturing green customer loyalty

Purpose: This study emphasized the customer’s sensemaking process, under the light of evaluative congruity theory, through assessing internal and external cues such as corporate green image, green marketing and salesperson expertise to strengthen the satisfaction-loyalty relationship. Design/methodology/approach: We collected data through a mall intercept survey for two famous apparel brands that fulfilled the inclusion criteria of having invested in green marketing and having salespersons with expertise in green products. A usable sample of 318 customers was obtained and processed via SEM. Findings: The results highlight the important moderating role green marketing plays in enhancing green customer loyalty behavior. Green marketing had the strongest relationship with green corporate image that in turn led to customer green satisfaction; the green product quality and salesperson green expertise also lead to green customer satisfaction. Originality/value: This research reveals the way customers engage in the sensemaking process about green brands utilizing evaluative congruity theory, in which external green marketing activities (including advertisements and green word of mouth) and corporate image influence the internal consumer evaluations about green product quality and social interactions with the brand in the form of salesperson green expertise, eventually leading to the green customer satisfaction. When congruency is strong, satisfaction leads to loyalty. This paper concludes with practical implications for theory and practice.