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A qualitative analysis of consumer-s willingness to participate in a green loyalty program
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Resumo(s)
The tendency of sustainable consumption is evident in modern society. Despite the fact that
consumers are environmentally concerned, they seldom convert their intentions into a
sustainable buying behavior. A fact also influencing the willingness to participate in green
loyalty programs, solely offering sustainable rewards. This work project aims to understand the
driving factors to join loyalty programs and investigates the motivators and constraints
consumers have for sustainable initiatives. A qualitative analysis with 17 interviews was
conducted. The analysis revealed economic factors, relationship with a brand, community,
convenience, and awareness as key determinants for joining regular loyalty programs.
Emotions, environmental catastrophes, mindfulness, low opportunity costs, and receiving
monetary incentives are what influences consumers’ green behavior. Businesses need to be
aware that transparency, lack of awareness, overconsumption, and predetermination are factors
concerning consumers in regard to green loyalty programs. The findings provide significant
implications for marketers by recommending companies to create a monetary reward system
that also enables doing good effortlessly for consumers and promoting their green loyalty
initiatives proactively
Descrição
Palavras-chave
Customer loyalty Loyalty program Green loyalty program Green consumer behavior Sustainable incentives Monetary reward system Green initiatives