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Griffiths School of Management and IT Annual Conference on Business, Entrepreneurship and Ethics

GSMAC 2017: Civil Society: The Engine for Economic and Social Well-Being pp 1–23Cite as

A Cross-Generational Perspective on Green Loyalty in Romanian Retail

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Abstract

In the century of social media, mobile technologies and online communication, retailers are faced with more and more complex challenges in their attempt to satisfy and maintain current consumers, and attract new customers. Faced with increasing challenges in the development of attractive offers for target groups, and with the need to implement sustainable business strategies, retailers choose to widen their appeal with environmentally friendly, green products and to approach customers according to their values, motivations, preferences and attitudes. In order to establish the extent to which food and non-food retailers in Romania are capable of building green loyalty among various generations of consumers (Baby Boomers, Gen Xers, Millennials and Gen Zers) against the background of consumers’ green values, green propensity and green reuse motivation, the authors conducted a survey-based empirical exploratory study. By means of structural equation modelling, it is shown that consumers’ green loyalty varies between generations, Millennials, Generation Z being a lot more oriented towards green loyalty than their parents or grandparents.

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Acknowledgements

This work was supported by a grant of the Romanian National Authority for Scientific Research and Innovation, CNCS—UEFISCDI, project number PN-II-RU-TE-2014-4-0312.

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Authors and Affiliations

  1. Faculty of Economics and Business Administration, Department of Marketing, Babeș-Bolyai University Cluj-Napoca, Cluj-Napoca, Romania

    Dan-Cristian Dabija & Brîndușa Mariana Bejan

Authors
  1. Dan-Cristian Dabija
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  2. Brîndușa Mariana Bejan
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Correspondence to Dan-Cristian Dabija .

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Editors and Affiliations

  1. Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania

    Sebastian A. Văduva

  2. College of Business and Communications, Concordia University Texas, Austin, Texas, USA

    Randolph Wilt

  3. Griffiths School of Management, Emanuel University of Oradea, Oradea, Romania

    Ioan Fotea

  4. Emanuel University of Oradea, Oradea, Romania

    Lois P. Văduva

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Dabija, DC., Bejan, B.M. (2019). A Cross-Generational Perspective on Green Loyalty in Romanian Retail. In: Văduva, S., Wilt, R., Fotea, I., Văduva, L. (eds) Civil Society: The Engine for Economic and Social Well-Being. GSMAC 2017. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-89872-8_1

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