“Green consumption” is an increasingly important topic in today’s
society. The effect of the ecological value provided by traditionally
non-green products, such as automobiles, on their consumer’s postpurchase
behavior, such as brand or model loyalty, requires further
clarification. The present study provides qualitative and quantitative
insights from car users on how the ecological aspect of consumption
integrates into the link between perceived value and consumer
loyalty intentions (value–loyalty link). In general, car usage is accompanied
by perceived functional, economic, emotional, and social
value. Perceived ecological value is shown to have a significant
impact on these four value dimensions. The relevance of “green to
have quality,” “green to save money,” “green to feel good,” and “green
to be seen” in relation to loyalty intention is discussed. Results of a
structural equation model and multigroup analysis provide the
opportunity to derive both theoretical and applied implications.
© 2011 Wiley Periodicals, Inc.