The grass is greener: developing and implementing a green consumer satisfaction index

Abstract

The main purpose of the study is to construct a green customer satisfaction index (GCSI) model to explore green consumer behaviours. This study validates the GCSI model by performing a case study on eco-smart hotels from 527 customers. The structural equation modelling (SEM) is then applied to verify the outcome of the GCSI model. There are seven variables in the GCSI model: 'green perceived quality', 'green corporate social responsibility', 'green expectation', 'green brand image', 'green perceived value', 'green customer satisfaction', and 'green customer loyalty'. Due to the recent growth in mobile commerce and its effect on green industries, this paper will also discuss some of the needs and future concerns of mobile users. The research outcome reveals that green customer satisfaction positively affects green customer loyalty. Green corporate social responsibility, green expectation, green brand image, and green perceived value enhance green customer loyalty through green satisfaction.