Developing and Examining a Model of Perceived Quality, Perceived Value and Perceived Risk Affecting Customer Loyalty of Environmentally-Friendly Electronic Products

Customer perception is a very important factor concerning green marketing management and is viewed as a motivational construct influencing subsequent consumer behaviour. This research uses four constructs i.e. perceived quality, perceived value, perceived risk and customer loyalty in the context of environmentally-friendly electronic products in Thailand. It employs an empirical study using the questionnaire survey method to verify the hypotheses. Data were obtained from 420 consumers who bought and used environmentally-friendly electronic products, particularly mobile phones, computers and laptops, in Thailand. The data were analysed using confirmatory factor analysis (CFA) and structural equation modelling (SEM). The results showed that perceived value and perceived risk had direct effect on customer loyalty while perceived quality had no direct effect on customer loyalty. Furthermore, perceived quality had direct effects on perceived value and perceived risk. The results from the final SEM model are used to confirm the proposed relationships among the variables.