August 21, 2025Asia Pacific Journal of Marketing and Logistics

The role of green self-identity in shaping consumer loyalty and repurchase intentions: a moderated mediation model in green marketing

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Customer loyalty significantly increases when green marketing efforts enhance green brand image.
Key findings reveal that green self-identity positively moderates the relationship between green marketing and loyalty.
This approach utilized structured surveys and structural equation modeling among 598 guests from eco-certified hotels.
Implications suggest using green marketing can solidify long-term customer commitment through psychological mechanisms.

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Implication

Research demonstrates that green marketing boosts customer loyalty and repurchase intention in eco-certified hotels, highlighting green self-identity's role.

Cite This Study

Hua et al. (2025) studied this question.

synapsesocial.com/papers/68af751a7567bf4f94fee52d https://doi.org/10.1108/apjml-04-2025-0629

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Implication

Research demonstrates that green marketing boosts customer loyalty and repurchase intention in eco-certified hotels, highlighting green self-identity's role.

The role of green self-identity in shaping consumer loyalty and repurchase intentions: a moderated mediation model in green marketing

Key Points

Discussion

Implication

Cite This Study

The role of green self-identity in shaping consumer loyalty and repurchase intentions: a moderated mediation model in green marketing

Key Points

Discussion

Implication

Cite This Study

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Also Consider