CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy
| Autor: | Guping Cheng, Muhammad Safdar Sial, Malik Zia-Ud-Din, Qinghua Fu, Huidong Sun, Mustafa Raza Rabbani, Naveed Ahmad |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: |
media_common.quotation_subject
bank Geography Planning and Development TJ807-830 Management Monitoring Policy and Law TD194-195 Renewable energy sources Moderated mediation Order (exchange) 0502 economics and business Co-creation Quality (business) Pakistan GE1-350 Marketing Emerging markets media_common green consumer loyalty corporate social responsibility Environmental effects of industries and plants Renewable Energy Sustainability and the Environment 05 social sciences Moderation sustainability Environmental sciences green banking initiatives Sustainability Corporate social responsibility 050211 marketing Business 050203 business & management co-creation |
| Zdroj: | Sustainability, Vol 12, Iss 10688, p 10688 (2020) Sustainability Volume 12 Issue 24 |
| ISSN: | 2071-1050 |
| Popis: | The homogenization of the banking segment has made it difficult for banking institutions to practice the quality of services that are needed in order to retain consumers. Thus, these days, finding ways to increase consumer loyalty&mdash especially green loyalty&mdash has become a challenge for the banking industry around the planet. Research has long acknowledged that corporate social responsibility (CSR) is a strategic concern that could help organizations to increase consumer loyalty. However, the impact of CSR practices on green consumer loyalty is rarely addressed in the extant literature. Hence, the present research investigated the impact of CSR on green consumer loyalty with the mediating effect of co-creation in the banking industry of Pakistan. The study also introduced green banking initiatives as a moderator between the mediated relation of CSR and green consumer loyalty, with the intention that such a moderator would strengthen this indirect relationship. The structural equation modeling technique was used for the data analysis. The results confirm that CSR enhances consumer loyalty, and that co-creation partially mediates this relationship. Furthermore, green banking initiatives further strengthen this relation. The results of the current survey could help banking institutions learn how they can develop core strategic considerations based on the integration of CSR co-creation and green banking initiatives. |
| Databáze: | OpenAIRE |
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