Customer Loyalty in Green Marketing Research: A Systematic Review

Currently, green marketing is a hot topic for companies, consumers, society, and the government in creating sustainable consumption [1]. Global warming, climate change, and air pollution, which are happening today, are some of the reasons that can be attributed to the shift to a “green” economy, which is considered a “policy and conceptual framework for sustainability” [2]. Every sector is required to have a good impact on the environment to create sustainability in the future, including from the business sector. The company, in terms of marketing, implements “green marketing”.

Green marketing encompasses the entire process of addressing environmental concerns, from product planning ideas to product distribution [3]. Its main objective is to promote environmental responsibility and contribute to a sustainable economy. The aim is not solely to enhance the company’s image or maximize profits, but also to encourage eco-friendly, green consumption [4]. The latter is an action where consumers purchase and consume products because the products are environmentally friendly (e.g., recyclable, sustainable, renewable, low energy consumption, low pollution, non-disturbing to the environment) [5].

In the company’s perspective, the application of green marketing is useful for changing the company’s organization, developing technology, helping companies create social responsibility for the environment [6]. In the study, companies oriented towards implementing green marketing have an impact on the creation of green image [7]. In another study, it was said that green marketing has a significant positive effect on brand loyalty [8]. In the perspective of society and government, green marketing can reduce and provide solutions to environment problems, because green marketing integrates the concepts and practices of the environment, ecology, and social activities [1]. The majority of environmental problems are caused by the industrial sector which needs to be controlled [9].

In the business sector, marketing management is the art and science of choosing target markets and getting, keeping, and growing customer [10]. Companies that successfully retain consumers will create loyalty which is seen as a commitment from consumers to repurchase products in the future consistently [11]. Loyalty is created from companies that create products according to consumer needs [10].

Consumer loyalty is related to consumer satisfaction with the product, satisfied consumers will create loyalty to the product [12]. Satisfaction relates to the good impression of consumers on the product, because the performance of the product matches or exceeds the expectations of consumers [13]. In another study, it was found that consumer loyalty has an impact on positive Word of Mouth (WOM) [14]. WOM is the most effective from of marketing [15]. Positive WOM can have a good image impact on companies and products, and companies get “free” marketing from consumers.

Based on the explanation above, it is known that consumer loyalty is an important and interesting thing to research. However, there are still few published figures that discuss consumer loyalty in the scope of environmentally friendly/sustainable marketing. Therefore, through a systematics review, this research aims to analyse the development and trends of research on the topic customer loyalty in the scope of green marketing for the past 10 years from 2013 - 2023. The systematic review aims to provide a comprehensive, unbiased synthesis of many relevant studies in a single document [16]. Research developments and trends will be seen based on the number of publications per year, authors, journals that publish, most productive countries, affiliations, and subject areas. The data analyzed in this research was sourced from Scopus database. This study will also specifically explore the following research questions spanning from 2013 to 2013 (RQ):

RQ1: What are the trends of customer loyalty in the scope of green marketing research?

RQ2: Which specific phrases frequently emerge within the realm of customer loyalty in the context of green marketing research?

RQ3: What are the commonly used methods and variables in customer loyalty within the scope of green marketing research?

RQ4: What are the purposes and findings of customer loyalty in the scope of green marketing research?

3.1 Publications per year

Figure 2 shows the development of publications about customer loyalty within the scope of sustainable marketing published in Scopus database from 2013-2023.

Based on Figure 2, 2019 registered the highest number of publications (9 publications) on the researched topic. After 2019, the number of publications on customer loyalty within the scope of sustainable marketing on the Scopus database has continued to decline. There was an increase in publications in 2021, from 3 to 5, but after that, the number of publications decreased again. We suspect this to be due to the effect of the Covid-19 pandemic which has affected the research productivity in all fields of knowledge [20]. After the government announced the end of the pandemic period, it is expected that there will be an increase in future publications about green marketing in Indonesia.

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Figure 2. Annual publications

Source: Scopus database

3.2 Publications by journal

Table 2 shows the distribution of publications on customer loyalty within the scope of sustainable marketing during the analyzed period.

Sustainability, published by the Multidisciplinary Digital Publishing Institute (Switzerland), is the journal with the highest number of publications on related topics, with a total of three publications. After that, two journals that have two publications each with related topics are the International Journal of Sustainable Development and World Ecology from Taylor and Francis Ltd (United Kingdom) and Quality - Access To Success from Societatea Romana Pentru Asigurarea Calitatii (Romania). The data in Table 2 can serve as a valuable journal reference for researchers who are interested in publishing articles within the scope of green marketing, sustainability marketing, or environmental studies.

Table 2. Documents by Journal

Note: TP=Total Publications

Source: Scopus database

3.3 Publications by author and country/territory

Table 3 shows the top five authors who published the most articles in the Scopus database on the topic of customer loyalty within the scope of sustainable marketing spanning the period 2013 - 2023.

Based on the information in Table 3, we can analyze that the productive authors in the field of “customer loyalty” papers in the area of “Green Marketing” are Athanasios Krystallis, Norazah Mohd Suki, Lalinthorn Marakanon, Erifili Papista, and Vinai Panjakajornsak, each with 2 publications. Other authors have produced 1 publication each.

Table 4 provides an explanation of publications related to customer loyalty within the scope of green marketing. These publications are categorized based on countries/territories that have made a significant contribution.

At the top of the list is United States with a total of 6 publications, followed by India, Malaysia, Spain, and Taiwan with 3 publications. Based on this data, it is evident that countries from the Asian continent have the highest number of published articles on related topics. Therefore, exploring research in Asian countries would be intriguing for future investigations [21].

Table 3. Documents by author

Note: TP=Total Publications

Source: Scopus database

Table 4. Documents by country/territory

Note: TP=Total Publications

Source: Scopus database

Table 5. Documents by affiliations

Note: TP=Total Publications

Source: Scopus database

3.4 Publication by affiliations

Table 5 displays the affiliates who publish the highest number of articles on related topics.

The top three affiliates consist of three countries: Malaysia, Greece, and Denmark. Universiti Malaysia Sabah from Malaysia achieved the highest number of publications with 4. Following closely are Athens University of Economics and Business from Greece, and Aarhus Universitet from Denmark, each with 2 publications. There are also other affiliations with 1 publication.

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Figure 3. Publications by subject areas

Source: Scopus database

3.5 Publications by subject areas

Figure 3 shows a pie chart that reflects research publications by subject areas.

The chart indicates that the majority (35%) of studies are published in the field of business, management, and accounting. This is followed by the domain of social sciences (23%) and environmental science (13%). Other domains include energy (8%); economics, econometrics, and finance (7%); arts and humanities (3%); computer science (3%); engineering (3%); and other (5%). Based on this data, we can conclude that research discussing “customer loyalty” in the context of “green marketing” can be found in several domains.

3.6 Highly cited articles

Table 6 shows the five most cited from 33 articles based on the Scopus database.

Table 6. Top five most cited articles

Note: TC=Total Citations

Source: Scopus database

The article titled “Customer Loyalty: Exploring Its Antecedents from a Green Marketing Perspective” published by the International Journal of Contemporary Hospitality Management was the most cited article, with 146 citations. Patricia Martinez from University of Cantabria is the author of the article. The main purpose of the study was to examine the relationship of three variables namely, green image, green trust, green satisfaction to green loyalty. The samples taken were hotel customers in Spain. The results showed that green image, green trust, and green satisfaction, have a significant influence on green loyalty. Hoteliers, in particular, must be proactive in promoting an environmentally friendly image. This can be achieved through active participation in ecological events and forums, sponsorship of environmental programs, and an increased presence on social media [22]. These managerial implications can help hoteliers establish and maintain a strong eco-friendly reputation.Furthermore, hotels can enhance their positive image by focusing on environmental aspects and taking tangible actions that consumers can trust.Also, companies, especially those in the hospitality industry, need to enhance employee and customer performance. This includes providing information about the environment to increase environmental trust and satisfaction [22].

The article authored by Chen, Y-S is the second most cited, with 130 citations. This is followed by the article by Hur et al, with 118 citations; Papista & Krystallis, with 91 citations, and Chung, K.C., with 87 citations.

3.7 Distribution phrases

Keyword analysis in this study by looking at the distribution phrases (Table 7 and Figure 3).

Distribution phrases in Table 7 and Figure 4 show phrases that are often used by the authors in their articles.

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Figure 4. Distribution phrases

Source: Authors

Table 7. Distribution phrases

Source: Authors

A total of 33 documents were studied to generate distribution phrases. These phrases are limited in frequency to 200. The top five phrases that frequently appeared were green marketing, customer loyalty, customer satisfaction, green products, and green image. Additionally, other phrases that often appeared included Green Brand, Green Trust, Brand Equity, Social Responsibility, Eco Friendly, and Social Media.

3.8 Documents by methods and variables

Table 8 shows the methods and variables used by 33 research articles.

Based on this data, we can conclude that Structural Equation Modelling (SEM) is the most commonly used method in the study, with 28 documents. Researchers can use structural equation modeling (SEM) to specify confirmatory factor analysis models, regression models, and complex path models [23]. SEM is a powerful technique that allows for the combination of complex path models with latent variables, also known as factors. The growing popularity of SEM among academic researchers and social science practitioners is driven by the need for effective methods to understand the structure and interaction of latent phenomena [24]. The research practice in management research is also dominantly based on Structural Equation Modeling (SEM) [25]. Complex models can be discussed simply through this technique [26].

Apart from the Customer loyalty variable, customer satisfaction is a variable that is often used in these 33 documents. Customer satisfaction is a condition reached whenever product performance meets or exceeds customer expectations [10].

3.9 Research outcomes

Table 9 explains the purposes and findings resulting from the five most cited articles listed in Table 6.

The five articles listed in Table 9 consist of four research articles and one conceptual article. The article titled “Towards Green Loyalty: Driving from Green Perceived Value, Green Satisfaction, And Green Trust”, examines three antecedents of green loyalty. In this research it was found that green perceived value, green satisfaction, and green trust have a significant effect in the creation of green loyalty [11].

The article with the title “Assessing the Effects of Perceived Value and Satisfaction on Customer loyalty: A ‘Green’ Perspective” examined the relationship of customer satisfaction to price consciousness. There is still little research that discusses the relationship between these two variables. This article concludes by saying that as consumers become more satisfied with a product, their price-consciousness tends to decrease [27]. Other findings state that customer satisfaction has an effect on increasing consumer loyalty.

The article with the title “Green Marketing Orientation: Archieving Sustainable Development in Green Hotel Management” discusses the benefits of green hotel management in protecting the earth and establishes a green marketing-oriented model. The study found that stakeholders and executive corporate social responsibility hotels could indirectly increase consumer loyalty to the image of the hotel through green marketing [7].

3.10 Study limitation

This article has limitations that should be acknowledged as part of its systematic review. Firstly, the study only utilized data from the Scopus database, which is just one database. Additionally, the study imposed restrictions on language, year, and selected only a few sources from journals. the data in this study was also only sourced from a few domains as listed in Figure 3. It is important to note that incorporating data from other databases, such as WOS or Google Scholar, would yield different results and conclusions. It is recommended that future studies should include additional databases so as to broaden the scope of their research and ensure wider applicability of the obtained results.Secondly, this study solely focuses on discussing Customer loyalty within the realm of green marketing or sustainable marketing. To enhance its comprehensiveness, future authors may consider incorporating additional variables.

Table 8. Documents by methods and variables

Source: Authors

Table 9. Research Outcomes from 5 most cited articles

Source: Authors