Enhancing Green Product Purchase Behavior:The Role of Green Satisfaction and Green Loyalty

The purpose of this paper is twofold: to appraise the impact of green satisfaction and green loyalty on the purchase behavior of young consumers toward green products positioning, and to study the relationship between green satisfaction and green loyalty. Data was collected from 620 students of the two universities in Amritsar and Himachal Pradesh, representing two states of north India, through the distribution of well-structured questionnaires. Data analysis was carried out using confirmatory factor analysis (CFA) and structural equation modeling (SEM). Based on the SEM results, both the constructs green satisfaction and green loyalty were found to have significant impact on green purchase behavior. Furthermore, green satisfaction also positively impacted green satisfaction. Green satisfaction can be used by companies to win and sustain the green loyalty of the consumers, thereby improving green purchase behavior. Augmented level of green satisfaction and green loyalty is observed as a lead for the green marketers, which can be used to make the consumers habitually purchase green products, thus avoiding products that harm the environment and human health. The current study added to the existing green purchase behavior literature by assessing the impact of green satisfaction and green loyalty on the purchase behavior of consumers toward green products. Additionally, this study helps the green marketers in framing suitable strategies to boost the satisfaction and loyalty levels of consumers toward green products.