A Proposed Model of the Impact of Green Image on Green Loyalty: Application on Natural Cosmetics in Egypt

The purpose of this study is to test a proposed model of the impact of green brand image on green loyalty mediated by green trust and green satisfaction and how demographics moderates these relationships. This study aims to study five antecedents of green satisfaction: functional, economic, emotional, social and environmental and to examine the relationships between green image, green trust, green satisfaction, green loyalty and positive word of mouth. At present, environmental issues attract the attention of academics and professionals around the world. Data were collected using an online surveys of female customers to test the proposed model empirically using structured questions, and structural equation model was developed to test the research hypotheses with a sample of 284. The findings indicate the goodness of fit of the proposed model. Moreover, all the research hypotheses were statistically supported, except for the association between customer satisfaction and economic values and between customer satisfaction and environmental value.