NDLI: Self-congruity effect on store loyalty: The role of green environment image

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Self-congruity effect on store loyalty: The role of green environment image

Content Provider	IEEE Xplore Digital Library
Author	Yusof, J.M. Musa, R. Rahman, S.A.
Copyright Year	2011
Description	Author affiliation: Institute of Business Excellence, Faculty of Business Management Universiti Teknologi MARA, Shah Alam, Malaysia (Musa, R.) \|\| Faculty of Business Management, Universiti Teknologi MARA Shah Alam, Selangor, Malaysia (Yusof, J.M.; Rahman, S.A.)
Abstract	Past research had demonstrated that congruence between store image and self-image is positively related to consumer behaviour such as patronage, store choice, store preference, and also store loyalty. With the concept of corporate social responsibility (CSR), specifically, the green environment having gained a legitimate place in retail strategy, the need to understand the function of this concept in self-congruity model of retail industry has become imperative. Despite of much attention has been given on this concept, few, if any, has reported its role in the self-congruity model. Thus, this study attempts to fill the void by developing a model which examines the role of green environment image of the retail store in self-congruity theory in influencing consumer behaviour. It attempts to test the relationship between self-congruity, and green environment image of a retail store and also to examine the role of green environment image in the self-congruity model in influencing store loyalty. Based on the study of consumers of casual apparel, it was found that self-congruity, specifically actual self-image and ideal self-congruity as well as green environment image have positive effects on store loyalty. Importantly, green environment image has shown a biasing effect on the relationship between actual and ideal self-congruity and store loyalty. As a result, this study provides empirical support for the new framework on the role of green environment image in the self-congruity model. The result also provides important findings to the researchers and practitioners as well as implications for future research directions and management of retail industry.
Starting Page	157
Ending Page	164
File Size	178964
Page Count	8
File Format	PDF
ISBN	9781457703409
e-ISBN	9781457703423
DOI	10.1109/ISESEE.2011.5977125
Language	English
Publisher	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Publisher Date	2011-06-01
Publisher Place	Malaysia
Access Restriction	Subscribed
Rights Holder	Institute of Electrical and Electronics Engineers, Inc. (IEEE)
Subject Keyword	Context Store Loyalty Consumer behavior Correlation Ideal Self-Congruity Green products Green Environment Image Social Self-Congruity Actual Self-Congruity Reliability Indexes Business
Content Type	Text
Resource Type	Article

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