THE EFFECT OF ATTITUDES TOWARD GREEN BEHAVIORS ON GREEN IMAGE, GREEN CUSTOMER SATISFACTION AND GREEN CUSTOMER LOYALTY

The research was carried out to determine the effect of attitude towards green behavior on green image, green customer satisfaction and green customer loyalty. The universe of the study consists of customers who have visited green hotels in Turkey. In order to test the hypotheses, Smart PLS 3 (Partial Least Squares) statistics program was used in the research. Bootstrapping technique was used to test the hypotheses that were aimed to be measured in the research. According to the results of the analysis, the attitude towards green behavior is on the green image; the green image has also been found to have a positive effect on green customer satisfaction and green customer loyalty. In addition, as a result of the analysis, it was determined that green customer satisfaction positively affected green customer loyalty.