| Abstract |
In the century of social media, mobile technologies and online communication, retailers are faced with more and more complex challenges in their attempt to satisfy and maintain current consumers, and attract new customers. Faced with increasing challenges in the development of attractive offers for target groups, and with the need to implement sustainable business strategies, retailers choose to widen their appeal with environmentally friendly, green products and to approach customers according to their values, motivations, preferences and attitudes. In order to establish the extent to which food and non-food retailers in Romania are capable of building green loyalty among various generations of consumers (Baby Boomers, Gen Xers, Millennials and Gen Zers) against the background of consumers' green values, green propensity and green reuse motivation, the authors conducted a survey-based empirical exploratory study. By means of structural equation modelling, it is shown that consumers' green loyalty varies between generations, Millennials, Generation Z being a lot more oriented towards green loyalty than their parents or grandparents. |