Self-congruity effect on store loyalty: The role of green environment image

Past research had demonstrated that congruence between store image and self-image is positively related to consumer behaviour such as patronage, store choice, store preference, and also store loyalty. With the concept of corporate social responsibility (CSR), specifically, the green environment having gained a legitimate place in retail strategy, the need to understand the function of this concept in self-congruity model of retail industry has become imperative. Despite of much attention has been given on this concept, few, if any, has reported its role in the self-congruity model. Thus, this study attempts to fill the void by developing a model which examines the role of green environment image of the retail store in self-congruity theory in influencing consumer behaviour. It attempts to test the relationship between self-congruity, and green environment image of a retail store and also to examine the role of green environment image in the self-congruity model in influencing store loyalty. Based on the study of consumers of casual apparel, it was found that self-congruity, specifically actual self-image and ideal self-congruity as well as green environment image have positive effects on store loyalty. Importantly, green environment image has shown a biasing effect on the relationship between actual and ideal self-congruity and store loyalty. As a result, this study provides empirical support for the new framework on the role of green environment image in the self-congruity model. The result also provides important findings to the researchers and practitioners as well as implications for future research directions and management of retail industry.