The Impact of green attributes on customer loyalty of supermarket outlets in Sri Lanka

Abstract

Despite environmental concern and positive attitude of customers towards sustainability and green products, market share of green products remains confined which is considered as green purchase inconsistency’ of ‘green attitude behavior gap’. Therefore, the objectives of this research study are: to identify whether the supermarket outlets in Sri Lanka possess green attributes, to what extent, to describe the present level of customer loyalty towards super market outlets and finally, to explain the relationship between green attributes of supermarket outlets in Sri Lanka and customer loyalty of the outlets. Data was collected through a structured questionnaire from 198 customers who came to selected supermarkets in Colombo district. The data was analyzed through the descriptive statistics and inferential analysis. The findings of the study revealed that Green Attributes of the supermarkets are not at a satisfactory level to achieve the customer loyalty and hence very low customer loyalty towards Sri Lankan supermarket. Further, attributes such as green products, eco branding and green price of the product have positive relationship with customer Loyalty. These attributes that it needs to improve further in order to develop the green concept among Sri Lankan customers.