Article
Examining Loyalty and Situational Value in Green Retail and Service Establishments
Journal of Marketing Development and Competitiveness
Document Type
Article
Article Version
Post-print
Publication Date
2-16-2024
Disciplines
Abstract
This research sheds light on how loyalty and situational value can enhance consumers ’ willingness to pay a higher price (WTPHP) for green products. While loyalty is a function of the individual characteristics of a certain Consumer, which match the characteristics of an Object, “situational” value is a function of a certain Consumer, a certain Object, and a certain Situation. Across two studies, we show that (1) loyalty has an effect on WTPHP that is mediated by reason and (2) situational value has an effect on WTPHP mediated by both emotion and reason. We conclude with discussions and managerial implications.
Published Citation
Chaudhuri, Arjun, Camelia Micu, and Iman Naderi (2024), “Examining Loyalty and Situational Value in Green Retail and Service Establishments,” Journal of Marketing Development and Competitiveness, 18(1). https://doi.org/10.33423/jmdc.v18i1.6821.
DOI
10.33423/jmdc.v18i1.6821
Peer Reviewed
Citation Information
Arjun Chaudhuri, Camelia C. Micu and Iman Naderi. "Examining Loyalty and Situational Value in Green Retail and Service Establishments" Journal of Marketing Development and Competitiveness Vol. 18 Iss. 1 (2024) Available at: http://works.bepress.com/camelia_micu/2/
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