Factors That Affect Brand Loyalty And Customer Advocacy: The Moderating Role Of Greenwashing

This study investigates the impact of green perceived value and altruistic value on customer engagement behavior, and how this behavior influences brand loyalty and customer advocacy. Using data from 120 respondents who consumed Aqua and Le Minerale bottled water, the study found that both green perceived value and altruistic value positively affect customer engagement behavior. This behavior, in turn, positively influences brand loyalty and customer advocacy. Additionally, customer engagement behavior mediates the relationship between green perceived value and altruistic value on brand loyalty. The perception of greenwashing moderates the influence of both green perceived value and altruistic value on brand loyalty.