The influence of green product quality and green environmental concern on customer loyalty through green perceived value of Tupperware product consumers in the city of Surabaya, Indonesia

Abstract

The increasingly advanced development of technology and industry has caused the emergence of various environmental problems, including global warming, environmental pollution and forest destruction. Inorganic waste currently threatens the world's ecosystem. Furthermore, many consumers today are aware of green products in various products. This research examines the relationship between green environmental concerns, green product quality, green perceived value on customer loyalty to Tupperware products in the city of Surabaya, Indonesia. This research uses the Structural Equation Modeling Partial Least Square (SEM-PLS) method to test the relationship between variables. It was found that green product quality, green perceived value and customer loyalty influenced consumer loyalty towards Tupperware products in Surabaya. This research can expand the literature review regarding customer behavior on green product image.