Drivers of green brand loyalty: Stakeholder engagement through corporate social responsibility and brand experience

Abstract

AbstractThis study aims to determine the drivers related to corporate social responsibility (CSR) and green brand experience that drive green brand loyalty (GBL), ranking the relative importance of these drivers while providing additional explanations for the ranking results. Data were collected from individuals with at least 5 years of experience consuming green agricultural products in Vietnam. The Delphi method and analytic hierarchy process (AHP) were employed in combination to address the research objectives. The research results indicated that both CSR and green brand experience can promote stakeholder engagement and enhance GBL, with components of green brand experience being evaluated as more crucial. The drivers within green brand experience and CSR were ranked in importance. The study makes significant scientific and practical contributions by combining qualitative and quantitative methods in this field, integrating components of CSR and green brand experience within an analytical framework to compare their importance in fostering GBL.