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Customer environmental values and their contribution to loyalty in industrial markets

Mustonen, Nora; Karjaluoto, Heikki; Jayawardhena, Chanaka


Nora Mustonen

Heikki Karjaluoto

Chanaka Jayawardhena


Concern over the effect of industries on the natural environment is growing on a multitude of levels. This study examines the effects of how perceptions of (a) environmental values, (b) green image and (c) perceived value of industrial customers influence their loyalty towards suppliers in existing relationships, and how the length of B2B relationships may moderate these linkages. A conceptual framework is developed and data are collected from a global sample (N =121) of B2B customers. We find that both green image and perceived value have a direct positive link with customer loyalty and that environmental values are positively linked to the green image of the supplier. Moreover, the effect of green image on loyalty is mediated by perceived value, with environmental values only indirectly linked with perceived value of the supplier. As the length of relationship increases, on one hand the positive relationship between green image and customer loyalty is strengthened, while on the other the positive relationship between environmental value and green image is weakened. Regardless of how environmentally aware the customer is, green image is a strong predictor of both perceived value and loyalty.


Mustonen, N., Karjaluoto, H., & Jayawardhena, C. (2016). Customer environmental values and their contribution to loyalty in industrial markets. Business strategy and the environment : BSE, 25(7), 512-528.

Journal Article Type Article
Acceptance Date Oct 8, 2014
Online Publication Date Mar 13, 2015
Publication Date Nov 22, 2016
Deposit Date Dec 1, 2015
Publicly Available Date Nov 23, 2017
Journal Business strategy and the environment
Print ISSN 0964-4733
Electronic ISSN 1099-0836
Publisher Wiley
Peer Reviewed Peer Reviewed
Volume 25
Issue 7
Pages 512-528
Keywords Environmental values, Green image, Perceived value, Loyalty, Relationship length, B2B relationships
Public URL
Publisher URL
Additional Information Authors' accepted manuscript of article: Mustonen, N., Karjaluoto, H., and Jayawardhena, C. (2016) Customer Environmental Values and Their Contribution to Loyalty in Industrial Markets. Bus. Strat. Env., 25: 512–528. doi: 10.1002/bse.1882.
Contract Date Nov 23, 2017


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