Green satisfaction as a bridge to improved green customer loyalty

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Quantitative analysis shows green brand image and trust influence loyalty through green satisfaction in beauty product consumers.

Green satisfaction significantly improves green consumer loyalty, highlighting its mediating role in brand trust and image effects.
Key evidence indicates that green brand image impacts both green satisfaction and consumer loyalty, enhancing their connection.
This analysis uses a quantitative approach with SEM SmartPLS, focusing on consumers of The Body Shop products in Yogyakarta.
These findings suggest that while brand image and trust boost loyalty through satisfaction, product quality does not significantly influence loyalty.

Rahayu et al. (2025) studied this question.

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