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Procedia - Social and Behavioral Sciences 50 (2012) 710 721

AcE-Bs 2012 Bangkok

ASEAN Conference on Environment-Behaviour Studies,
Bangkok, Thailand, 16-18 July 2012

The Effects of Green Image of Retailers on Shopping Value

and Store Loyalty
*

Jamaliah Mohd. Yusof , Rosidah Musa & Sofiah Abd. Rahman

Faculty of Business Management, Universiti Teknologi MARA, Shah Alam 40450, Malaysia
Institute of Business Excellence, Faculty of Business Management, Universiti Teknologi MARA, Shah Alam 40450, Malaysia

Abstract
This study aims at examining the influence of green image on shopping value and store loyalty. Convenience
sampling using quota sampling was used to collect data of a sample of 565 consumers. Using structural equation
modeling, it was found that green image of retailers has no significant relationship with store loyalty but has a
significant influence on shopping value. Shopping value appears to mediate the relationship between green image of
retailers and store loyalty. The result provides important findings to researchers and practitioners as well as
implications for future research directions and management of the retail industry.
2012Published
Published
Elsevier
Selection
and peer-review
responsibility
of the for
Centre
for Environment2012
byby
Elsevier
Ltd.Ltd.
Selection
and peer-review
underunder
responsibility
of the Centre
Environment-Behaviour
Studies
(cE-Bs),
Faculty
of Architecture,
Planning &Planning
Surveying,
Universiti Universiti
Teknologi Teknologi
MARA, Malaysia
Behaviour
Studies
(cE-Bs),
Faculty of Architecture,
& Surveying,
MARA, Malaysia
Open access under CC BY-NC-ND license.

Keywords: Green image; shopping value; store loyalty; consumer behavior

1. Introduction
Retailing industry has long accounted for a substantial economic growth of Malaysia. With the rapid
growth of retail establishments over the years, retailing industry in this country has become very
competitive (Tan, 2004). Therefore, the implementation of new ways of doing business is often required.
In retailing, whilst image which is based on retailers functional attributes, has become a common

Corresponding author. Tel.: +6-03-5544-4778.

E-mail address: jamaliah162@salam.uitm.edu.my

1877-0428 2012 Published by Elsevier Ltd. Selection and peer-review under responsibility of the Centre for Environment- Behaviour Studies (cE-Bs),
Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia
Open access under CC BY-NC-ND license. doi:10.1016/j.sbspro.2012.08.074

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Jamaliah
Jamaliah
Mohd.
Mohd.
YusofYusof
et al.et/ Procedia
al. / Procedia
- Social
- Social
and Behavioral
and Behavioral
Sciences
Sciences
50 (2012)
50 (2012)
710 710
721 721

strategy among retailers, the intense competition demands for a new and different strategy. Researchers
have expended considerable efforts to understand the importance that consumers place on image when
they evaluate the retail store. Store image has been found to affect profitability and success (Amirani &
Gates, 1993; Mitchell, 1993) as well as store choice (Ou, Abratt, Dion, 2006), patronage intention (Chang
& Tu, 2005; Grace & OCass, 2005) and loyalty (Osman and Jabri, 1996). However, with the growing
importance of environmental issue in retailing nowadays, looking at the functional aspect of store image
is somehow not adequate (Ness, 1992).
While there is unrelenting interest on the green environment aspect in both academician and
practitioners, there has been little attention directed toward understanding this concept that relates with
store loyalty and with the incorporation of consumers experience as in the shopping value. Furthermore,
an important extension to past research in the area of store image is to provide an analysis of functional
attributes of retail store (e.g. Koo, 2003; Sirgy & Samli 1985; Ballantine, Jack, & Parsons, 2010;
Puccinelli, Goodstein, Grewal, Price, Raghubir, et al., 2009). There has been little attention directed
toward understanding the green image of retail store that specifically relates with shopping value and
store loyalty. Against this backdrop, the aim of the study is to investigate the influence of green image on
shopping value and store loyalty and the influence of shopping value on store loyalty. In addition, this
study is also to examine the role of shopping value in the green image of retailers and store loyalty
relationship. The significant interactions were investigated based from previous studies that confirmed
the important role that green image and shopping value have in consumer behavior (e.g. Baker,
Parasuraman, Grewal, & Voss, 2002; Sarkar, 2011). To this end, we first develop our hypotheses, and
then we explain our research methodology, and consequently present our results and discuss our findings.
By proposing and subsequently testing the structural relationships of the conceptual framework with three
constructs, this study is intended to achieve the following research objectives: (1) to examine the
influence of green image of a retail store on shopping value, (2) to investigate the effects of green image
on store loyalty, (3) to examine the influence of shopping value on store loyalty, (4) to investigate the role
of shopping value in the green image and store loyalty relationship.
2. Literature Review and Study Framework
2.1. The proposed hypothetical model
Figure 1 depicts the proposed hypothetical causal model for the current study. Previous studies reveal
that store loyalty is influenced by many factors such as satisfaction (Liang & Wang, 2007; Faullant et al.,
2008) image (Martenson, 2007; Abdullah et al., 2000) and green image of retailers (Yusof, Musa, &
Rahman, 2011). The model for the current study examines the structural, causal relationships between
green image of retailers, shopping value and store loyalty. Hypothetically, green image influences
shopping value and store loyalty. In addition, shopping value influences store loyalty.
H2

Green
Image

Store
Loyalty
H3

H1
Shopping
Value
Fig. 1. Proposed Hypothetical Model

Utilitarian

Hedon

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