A qualitative analysis of consumer-s willingness to participate in a green loyalty program

• Autor(a) principal: Schmidt, Alexandra
• Data de Publicação: 2023
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/164031
• topic: Customer loyalty; Loyalty program; Green loyalty program; Green consumer behavior; Sustainable incentives; Monetary reward system; Green initiatives; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

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