CONSUMER LOYALTY ON GREEN PRODUCT BASED ON COMMITMENT-TRUST THEORY

Abstract

This study aims to analyse the role of commitment-trust theory in shaping consumer loyalty to green products. Green products are environmentally friendly products whose ingredients, manufacturing process, and the presence of these products do not damage the environment. This study uses a quantitative research approach, where data collection is carried out through a survey of 312 green product consumers. The structural equation modelling (SEM) with AMOS software is used as the analysis technique. The results of this study indicate that consumer trust and commitment to green products are influenced by product quality, brand image, and share values. Meanwhile, consumer loyalty to the green product is influenced by trust and their commitment to the green product. The implication of this research is the development of Commitment-Trust Theory promoted by Morgan and Hunt (1994).