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Recent literature has proposed the dynamic construct of customer value (CV) as an alternative approach to studying proenvironmental consumer purchase and loyalty behaviour. This study empirically tests and validates a model pertaining to the factors that motivate and/or hinder the development of the relationship between consumers and green brands. Findings from a survey on green brands in the detergent category indicate that a set of value dimensions and (purchase) costs have a significant influence on perceptions of CV, which, as an overall assessment construct, mediate the relationship between value dimensions and costs and loyalty to the green brand. This research also examines the moderating effect of involvement on the relationships between the 3 antecedents (value dimensions, purchase costs, and switching costs) and perceived CV. Overall, the current study offers a multiattribute understanding of consumers' relational behaviour, concluding with several value‐enhancing and cost‐minimising implications for green marketing practitioners.
The present study aims to empirically validate the conceptual CV model by Papista and Krystallis (2012), as an alternative to the traditional “values – attitudes – intention” approach to understanding consumer behaviour towards green brands. As a multiattribute evaluation process and a prerequisite to relationship development, the application and adaptation of the well‐established CV framework offer new insights on the study of proenvironmental consumer purchase behaviour. Moreover, the study provides further support and validation on issues pertaining to the conceptualisation of CV, that is, the empirical testing of Holbrook's (2006) value typology and operationalisation of costs as a multidimensional construct, thus broadening researchers' scope of other antecedents of CV. Furthermore, the study empirically supports the link between CV and the higher‐order construct of RQ because existing research has mostly tested the effect of CV on the separate dimensions of satisfaction and trust (e.g., Chaudhuri & Holbrook, 2001; Gallarza et al., 2011). Finally, this research confirms and extends existing findings regarding the direct or indirect link of value and cost dimensions to loyalty, as mediated by CV (e.g., Cronin et al., 2000). The results indicate that consumers recognise different types of gains in relation to a number of green brand attributes, which Holbrook (2006) conceptualises as perceived value dimensions. Indeed, all four dimensions proposed here have a statistically significant contribution to a higher order construct of value, which determines the overall CV of a green brand (H1a supported). Among the different types of value that consumers perceive when in a relationship with a green brand, economic value, hedonic value, and altruistic value are the most significant. The significance of economic value is in accordance with the bulk of past evidence suggesting that consumers are unwilling to sacrifice “expected” functional performance when considering the adoption of a green brand (e.g., Ginsberg & Bloom, 2004; Schuitema & De Groot, 2015).