Green Attributes & Customer Loyalty towards ABC Supermarket in Colombo District, Sri Lanka

Abstract

At present, people are more concerned with the environment because of growing environmental consequences. According to that shift, retail businesses are converting from traditional marketing practices to green marketing practices. In the Sri Lankan context. Most of the retail businesses are shifting to green practices. But customers' actual green purchase behaviors are very low level. This study was conducted to examine green attributes impact on customer loyalty towards ABC supermarket in the Colombo district. This study observes six independent variables such as green products, eco branding, eco-labeling, eco advertising, environment awareness, and green price and customer loyalty as the dependent variable. This study was conducted using a quantitative research approach and explanatory design. Therefore, the researcher used self-administered questionnaires to collect primary data. The questionnaire was disseminated among 384 ABC supermarket users under the convenience sampling method. In this study, Correlation and multiple linear regression analysis were employed to analyze the hypotheses. According to the result of this study, there is no significant influence of eco-labeling and eco-advertising on customer loyalty. The other five independent variables such as green products, eco branding, environment awareness, and green price are a significant influence on customer loyalty. Furthermore, the analysis identified some limitations in the research and gave recommendations to future researchers to generate a successful and accurate result of the study.