Huidong Sun|Mustafa Raza Rabbani|Naveed Ahmad|Muhammad Safdar Sial|Guping Cheng|Malik Zia-Ud-Din|Qiang Fu
CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy
Wuhan University|Kingdom University|University of Central Punjab|COMSATS University Islamabad|Wuhan University|Islamia University of Bahawalpur|Wuhan University
homogenization banking segment made difficult banking institutions practice quality services needed order retain consumers thus days finding ways increase consumer loyaltyespecially green loyaltyhas become challenge banking industry around planet research long acknowledged corporate social responsibility csr strategic concern could help organizations increase consumer loyalty however impact csr practices green consumer loyalty rarely addressed extant literature hence present research investigated impact csr green consumer loyalty mediating effect cocreation banking industry pakistan study also introduced green banking initiatives moderator mediated relation csr green consumer loyalty intention moderator would strengthen indirect relationship structural equation modeling technique used data analysis results confirm csr enhances consumer loyalty cocreation partially mediates relationship furthermore green banking initiatives strengthen relation results current survey could help banking institutions learn develop core strategic considerations based integration csr cocreation green banking initiatives