Abstract
This research aims to examine the relationships among evaluation of green credit card services, overall satisfaction with green credit card services, and loyalty to green credit cards.In addition, this search examines whether consumers’ green ethics moderates the relationship between evaluation of green credit card services and loyalty to green credit cards. An online survey (N = 2,000) was conducted to test the hypotheses. Consistent with all the hypotheses, the results indicate that (1) evaluation of green credit card services has a positive effect on overall satisfaction with green credit card services (hypothesis 1); (2) evaluation of green credit card services has a positive effect on loyalty to green credit cards (hypothesis 2); (3) overall satisfaction with green credit card services has a positive effect on loyalty to green credit cards (hypothesis 3); (4) overall satisfaction with green credit card services mediates the relationship between evaluation of green credit card services and loyalty to green credit cards (hypothesis 4); and (5) the magnitude of the positive effect of evaluation of green credit card services on loyalty to green credit cards increases as individuals’ green ethics decreases (hypothesis 5).
Highlights
Credit cards have always been regarded as an essential substitute for cash that could lead to a cashless society in the future [1]
In the current research, it is predicted (1) evaluation of green credit card services will have a positive effect on overall satisfaction with green credit card services; (2) evaluation of green credit card services will have a positive effect on loyalty to green credit cards; (3) overall satisfaction with green credit card services will have a positive effect on loyalty to green credit cards; (4) overall satisfaction with green credit card services will mediate the relationship between evaluation of green credit card services and loyalty to green credit cards; and (5) the magnitude of the positive effect of evaluation of green credit card services on loyalty to green credit cards will increase as individuals’ green ethics decreases
Drawing 5,000 bootstrap samples with a 95% bias-corrected confidence, the results suggest that the standardized indirect effects of evaluation of green credit card services (β = .237; bias-corrected 95% CI: lower level = .137, upper level = .346, p = .000) on loyalty to green credit cards is positive and significant, with a 95% confidence interval excluding zero [36]
Summary
Credit cards have always been regarded as an essential substitute for cash that could lead to a cashless society in the future [1]. Greater convenience and social acceptability as well as easy access may stimulate consumer spending further through increased demand for credit cards. Green credit cards are the card services to revitalize the eco-friendly life of the people, offering a variety of benefits to card users for supporting environment[7]. This research aims to examine the relationships among evaluation of green credit card services, overall satisfaction with green credit card services, and loyalty to green credit cards. This research examines whether consumers’ green ethics moderates the relationship between evaluation of green credit card services and loyalty to green credit cards. In the current research, it is predicted (1) evaluation of green credit card services will have a positive effect on overall satisfaction with green credit card services (hypothesis 1); (2) evaluation of green credit card services will have a positive effect on loyalty to green credit cards (hypothesis 2); (3) overall satisfaction with green credit card services will have a positive effect on loyalty to green credit cards (hypothesis 3); (4) overall satisfaction with green credit card services will mediate the relationship between evaluation of green credit card services and loyalty to green credit cards (hypothesis 4); and (5) the magnitude of the positive effect of evaluation of green credit card services on loyalty to green credit cards will increase as individuals’ green ethics decreases (hypothesis 5)
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