Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator
Abstract
:1. Introduction
2. Literature Background
2.1. Perceived Sustainability
2.2. Customer Engagement and Sustainability
3. Theoretical Background and Conceptual Model
4. Research Method
5. Data Analysis and Results
5.1. Measurement Model Results
5.2. Common Method Bias
5.3. Hypothesis Testing
5.3.1. Main Effect (Direct)
5.3.2. Mediation Analysis
6. Discussion and Conclusions
6.1. Theoretical Contributions
6.2. Managerial Contributions
7. Limitations and Further Research Avenues
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
Appendix A
Construct and Measure Items | Factor Loadings |
---|---|
Perceived sustainability (CR = 0.94; α = 0.93; AVE = 0.837) [81]
| 0.89 0.95 0.90 |
Customer engagement (CR = 0.88; α = 0.88; AVE = 0.60) [15,82]
| 0.83 0.82 0.72 0.75 0.76 |
Customer loyalty (CR = 0.93; α = 0.93; AVE = 0.78) [83]
| 0.84 0.93 0.86 0.90 |
Customer trust (CR = 0.94; α = 0.92; AVE = 0.83) [83,84]
| 0.85 0.96 0.92 |
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Variables | α | CR | AVE | 1 | 2 | 3 | 4 |
---|---|---|---|---|---|---|---|
1. Perceived sustainability | 0.93 | 0.939 | 0.837 | 0.915 | |||
2. Customer engagement | 0.88 | 0.885 | 0.607 | 0.123 | 0.779 | ||
3. Customer loyalty | 0.93 | 0.935 | 0.783 | 0.294 | 0.400 | 0.885 | |
4. Customer trust | 0.92 | 0.937 | 0.832 | 0.272 | 0.260 | 0.141 | 0.912 |
Structural Relationships | β | SE | Bootstrap 95% CIs | ||
---|---|---|---|---|---|
Lower | Upper | ||||
Main effects (direct) | |||||
H1: Perceived sustainabilityCustomer loyalty | 0.29 ** | 0.041 | 0.121 | 0.289 | |
H2: Perceived sustainabilityCustomer trust | 0.24 ** | 0.055 | 0.133 | 0.350 | |
Mediation effects | |||||
H3: Perceived sustainabilityCustomer engagementCustomer loyalty | 0.01 ns | 0.06 | −0.011 | 0.012 | |
H4: Perceived sustainabilityCustomer engagementCustomer trust | 0.05 * | 0.15 | 0.004 | 0.067 | |
Measurement model results: χ2 = 189.710, χ2/df = 2.258, GFI = 0.93; CFI = 0.97; TLI = 0.0 NFI = 0.95; IFI = 0.96; and RMSEA = 0.06 |
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Khan, I.; Fatma, M. Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator. Sustainability 2023, 15, 8259. https://doi.org/10.3390/su15108259
Khan I, Fatma M. Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator. Sustainability. 2023; 15(10):8259. https://doi.org/10.3390/su15108259
Chicago/Turabian StyleKhan, Imran, and Mobin Fatma. 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator" Sustainability 15, no. 10: 8259. https://doi.org/10.3390/su15108259