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The impact of green attributes on customer Loyalty of supermarket outlets in Sri Lanka

机译：绿色属性对斯里兰卡超市网点忠诚度的影响

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摘要

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.
机译：尽管客户对可持续发展和绿色产品的环境问题和积极的态度，但绿色产品的市场份额仍然被认为是“绿色态度行为差距”的绿色购买不一致“。因此，这项研究的目的是：找出超市网点斯里兰卡是否拥有绿色的属性，到什么程度，来描述客户对超市场销路忠诚的现有水平，最后，解释的绿色属性之间的关系斯里兰卡的超市网点以及商店的客户忠诚度。通过从198名客户来到科伦坡区来临的超市的顾客的结构化问卷收集数据。通过描述性统计和推理分析分析数据。该研究的调查结果显示，超市的绿色属性并不是令人满意的水平，以实现客户忠诚度，因此对斯里兰卡超市的客户忠诚度非常低。此外，产品等属性，产品的生态品牌和绿色价格与客户忠诚度有积极的关系。这些属性需要进一步改进，以便在斯里兰卡客户之间开发绿色概念。

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