The Effects of Green Image of Retailers on Shopping Value and Store Loyalty

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.