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The Development of Long-Term Relationships With Green Consumers in the Context of Sustainability Trends in Lithuanian Textile Market

The Development of Long-Term Relationships With Green Consumers in the Context of Sustainability... In the context of growing relevance of social and ecological responsibility role in businesses, the sustainability trends inevitably change the course of development and the content of marketing decisions. This article argues that the creation and maintenance of relationships with green consumers as well as increase in their loyalty are extremely important and can guarantee long-term competitive advantage for the company. Thus, the article aims to design a conceptual framework for the development of long-term relationships with green consumers and to reason it empirically with reference to the example of Lithuanian consumers of eco-textile products. The results of quantitative research (questionnaire survey) distinguish the main drivers influencing the relationships with consumers of eco-textile products and reveal the main components of customer loyalty. The strength and significance of correlations among the factors that influence the relationships with eco-textile product consumers, the antecedents of long-term relationships, and consumer loyalty are analyzed. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Eurasian Business Review Springer Journals

The Development of Long-Term Relationships With Green Consumers in the Context of Sustainability Trends in Lithuanian Textile Market

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References (57)

Publisher
Springer Journals
Copyright
Copyright © Eurasia Business and Economics Society 2012
ISSN
1309-4297
eISSN
2147-4281
DOI
10.14208/bf03353813
Publisher site
See Article on Publisher Site

Abstract

In the context of growing relevance of social and ecological responsibility role in businesses, the sustainability trends inevitably change the course of development and the content of marketing decisions. This article argues that the creation and maintenance of relationships with green consumers as well as increase in their loyalty are extremely important and can guarantee long-term competitive advantage for the company. Thus, the article aims to design a conceptual framework for the development of long-term relationships with green consumers and to reason it empirically with reference to the example of Lithuanian consumers of eco-textile products. The results of quantitative research (questionnaire survey) distinguish the main drivers influencing the relationships with consumers of eco-textile products and reveal the main components of customer loyalty. The strength and significance of correlations among the factors that influence the relationships with eco-textile product consumers, the antecedents of long-term relationships, and consumer loyalty are analyzed.

Journal

Eurasian Business ReviewSpringer Journals

Published: Dec 1, 2012

Keywords: Sustainability; Social Responsibility; Green Product Consumers; Long-Term Relationships; Lithuanian Market of Eco-Textile Products

There are no references for this article.