MARKETING RESEARCH

HANOI UNIVERSITY FACULTY OF MANAGEMENT AND

TOURISM

Effect of brand relevance, self-expansion, and brand loyalty on customer’s

switching behavior

Instructor: Mr. Nguyen Minh Duong

Tutorial 2- Group 4

Group members:

2004050018 Bùi Nhật Hằng

2004050019 Đào Linh Hằng

2004050025 Nguyễn Mai Hương

Nguyễn Thị Phương

2004050045
Thanh

2004050058 Giang Thanh Vân

 TABLE CONTENT

EXECUTIVE SUMMARY ....................................................................................................... 1

1. Introduction ........................................................................................................................ 2
2. Research rationale............................................................................................................... 3
2.1. Research objective........................................................................................................... 3
2.2. Research question ............................................................................................................ 3
3. Literature review................................................................................................................. 3
3.1. Green consumption ......................................................................................................... 3
3.2. Brand loyalty ................................................................................................................... 4
3.3. Self-expansion ................................................................................................................. 4
3.4. Brand relevance ............................................................................................................... 5
3.5. Switching decision .......................................................................................................... 6
4. Hypothesis development..................................................................................................... 6
4.1. Factors affecting customer customers’ switching behavior ............................................ 6
4.2 A conceptual map ............................................................................................................. 7
5. Methodology....................................................................................................................... 8
5.1. Research method and the statistical analysis techniques ................................................ 8
5.2. Proposed data collection ................................................................................................. 8
5.3. Sampling.......................................................................................................................... 9
6. Data analysis ....................................................................................................................... 9
6.1. Demographic frequency .................................................................................................. 9
6.2. Validity and reliability test ............................................................................................ 12
6.3. Confirmatory factor analysis (CFA) ............................................................................. 19
6.4. Structural equation model (SEM) ................................................................................. 21
6.5. Hypothesis testing ......................................................................................................... 22
7. Discussion of finding ........................................................................................................ 22
8. Recommendation .............................................................................................................. 26
REFERENCE ........................................................................................................................... 28
APPENDIX .............................................................................................................................. 30
 ABSTRACT

This study aimed to examine the relationship between customer’s switching behavior
(SW) and brand relevance (BR), self-expansion (SE) through the intermediary factor
which is brand loyalty (BL) in green cosmetic consumption. By establishing a “BR, SE-
BL-SW” model and to check the moderation effect of each factor. Data analyses showed
that (a) brand relevance positively influenced brand loyalty of customers; (b) self-
expansion positively influenced customers’ brand loyalty; (c) customers’ brand loyalty
negatively moderated the switching decision of customers.
 EXECUTIVE SUMMARY

Environmental concerns are rapidly becoming a top priority for governments,

corporations, and consumers around the world. Consumers are taking a more active role
in the environmental conversation and using their purchases to express what they have
to say. A rising number of companies also work to promote social change, while others
strategically pursue green business opportunities.

As a result, it is necessary for businesses to take advantage of the value of green

opportunities. We, a group of young researchers, conduct a study related to the
relationship between brand relevance and self expansion on brand loyalty, then the brand
loyalty affects the intention of customers to switch .

First, we design an online survey which includes 4 variables as mentioned with measures
that have been used in the previous research. Then we collected 153 responses and coded
the data. SPSS (Statistical Package for the Social Sciences) and Amos are used to check
for the credibility and validity, and also find out the relationship that we stated on the
hypothesis. Discussion of findings is to interpret the significance of your findings in
light of what was already known about the research problem being investigated, and to
explain any new understanding or fresh insights about the problem after taking the
findings into consideration. Recommendation is also necessary for business to take
value of the research.

1
1. Introduction

In recent years, as the awareness of the environment and health has grown, the phrase
"green consumption" has attracted a lot of attention. Customers are playing an
increasingly larger part in protecting the environment by regulating their consumption.
In addition, companies promote having a beneficial influence on nature by creating more
green products.

Additionally, consumer culture has developed into one of the most powerful forces
influencing individuals and society (Paurav Shukla, 2009). Several businesses are
competing for consumer expenditures in the same category. Therefore, customers
engage in a dynamic and changing environment that has numerous options for
switching. Understanding consumers' switching behavior may be a crucial stage in the
process of building, growing, and maintaining good relationship management due to the
negative effect that switching behavior may have. (Pablo Maicas Lopez, J., Polo
Redondo, Y. and Sese Olivan, F.J, 2006)

Brand loyalty will be the primary bridging factor in terms of the research's factors.
Although the growth of customer loyalty has recently been a key priority for marketing
strategy, the idea of customer loyalty is still largely untapped. The authors examine
issues from brand relevance and self-expansion perspectives, offering a different
viewpoint for green brands. Furthermore, little study has been done on the brand-
switching tendencies of consumers once brand-consumer connections have been
established or on how businesses may maintain brand loyalty when consumers have so
many great alternatives. The authors provide a conceptual framework to investigate
these concerns in a particular segment, namely, the cosmetic market with green
products, by drawing on the interaction between three effects, brand relevance, self-
growth, and brand loyalty. The study has significant strategic implications for
developing customer interaction strategies and brand investments.

The study starts out by summarizing the key research on two impacts, namely self-
expansion and brand relevance, followed by consumer loyalty and switching behavior.
This results in the development of three hypotheses that describe how recognizable
stages in the growth of customers’ loyalty affect consumer behavior. The characteristics

2
of the phase as well as each interaction between the elements will be addressed. The
methodology explains how the scale was created and how its reliability was determined.

2. Research rationale

2.1. Research objective

This research's objective was to investigate the spectrum of brand switching behavior
made by loyal consumers in the Vietnamese green sector.

2.2. Research question

What is the relationship between self-expansion and brand loyalty?

What is the relationship between brand-relevance and brand loyalty?

What is the relationship between brand loyalty and switching behavior?

3. Literature review

Environmental concerns are rapidly becoming a top priority for governments,

corporations, and consumers around the world. Consumers are taking a more active role
in the environmental conversation and using their purchases to express what they have
to say. Likewise, an increasing number of companies work to influence societal change,
while others deliberately pursue green commercial opportunities.

3.1. Green consumption

Green consumption was originally defined, which can be summed up as the use of
products that don't pollute the environment, waste resources, or impair people's safety
or the development of the country. According to other studies, green products are those
that use fewer resources, have less of an impact on the environment, and don't create
trash when they're being developed (Bian, 2020). Today, as more businesses
manufacture items whose composition and/or packaging are positioned as
environmentally friendly, consumers are increasingly given the choice in the market
between "green" products and their more conventional counterparts. (Kelly L.
Haws,2014)

3
3.2. Brand loyalty

Oliver (1997, 392) defines loyalty as a strongly held commitment to regularly

repurchase or patronize a favored good or service in the future, leading to repeat
purchases of the same brand or brand group despite environmental factors and marketing
activities having the potential to influence switching behavior. Another research pointed
out that Brand loyalty is a consumer’s preference to buy a particular brand in a product
category. It occurs when consumers perceive that the brand offers the right product
features, images, or level of quality at the right price. This perception may translate into
repeat purchases resulting in loyalty.

The definition of bland loyalty given by Jacoby and Chestnut (1978, p. 80) is as follows:
"The (a) biased, (b) behavioral response, (c) expressed over time, (d) by some decision
making unit, (c) with respect to one or more alternative brands out of a set of such
brands, and (f) is a function of psychological (decision making. evaluate) processes."
Six criteria are listed in this definition of brand loyalty.

There are a number of studies that have been conducted in studying brand loyalty in
green consumption fields. According to an earlier study, the authors hope to shed light
on how green consumption values help to put the impact of brand-related elements, such
as brand experiences and brand personality, on brand loyalty (Ioannis
Rizomyliotis,2021). Other findings show that offering both self-expressive and
utilitarian benefits directly improves the brand's green reputation. Additionally, the
utility benefits and green brand reputation directly affect customers' loyalty to green
brands. The association between practical advantages and green brand image is
negatively moderated by green perceived risk (Jialing Lin, 2017).

3.3. Self-expansion

The self-expansion model posits that individuals are motivated to broaden their sense of
self by acquiring new identities, developing new perspectives, enhancing capabilities,
and gaining resources (Aron & Aron, 1986; Aron & Aron, 1997; Aron, Lewandowski,
Mashek & Aron, 2013). This motivation for pursuing self-expansion opportunities is
driven by individuals' desire to increase their potential self-efficacy and ability to
accomplish goals, as well as to decrease boredom (Aron, Norman, & Aron, 1998; Aron
4
et al., 2013; Tsapelas, Aron, & Orbuch, 2009). Individuals can experience self-
expansion in a variety of ways. According to the model, individuals self-expand
primarily through close relationships (Aron & Aron, 1986; Aron et al., 2013).

The foundation of the self-expansion theory is the incorporation of others in the self and
the principles of motivation (Aron & Aron, 1996). According to the motivation
principle, people have an innate desire to grow by seeking out new opportunities,
viewpoints, and identities. The inclusion of others in the self-principle contends that
people build relationships in order to acquire resources, viewpoints, and identities as
they integrate the identities of others into their own (Aron et al., 2004). It is also said
that self-expansion refers to the desire to broaden one's conception of oneself by taking
on the characteristics of a partner or by engaging in new, intriguing, and exciting
activities. Despite the abundance of studies on self-expansion, little has been done to
determine whether individuals' desires to expand are variable. (Aron & Aron, 1986,
1996; see also Aron et al., 2013; Mattingly & Lewandowski, 2014 for reviews).

3.4. Brand relevance

Brand relevance is the perceived value of a brand for customers and a brand that is
significant to individuals on a personal and emotional level. We interpret brand
relevance as the “overall role of brands in customers’ decision making (Fischer,
Völckner, & Sattler, 2010, p. 824).

A 12-item measure covering the four elements of functional, symbolic, social, and
environmental relevance is used to define and validate brand relevance.

In general, brand relevance refers to how customers perceive a brand's importance and
to how personally and emotionally significant a brand is to them. Lloyd (1999).

There are a number of studies that have been conducted in studying brand loyalty, brand
relevance and self-expansion separately. However, the combination of three variables is
new to the research. In this research, we consider the perspective of those three
dimensions as a factor affecting customers’ switching behavior.

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3.5. Switching decision

In research from Ratner & Herbst (2005), switching behavior is a lack of salience of the
original probabilities of success: participants were as likely to switch away from the
original decision when prompted to recall prior success rates as when not prompted to
recall prior success rates before making the second decision.

Switching intent represents the customer's self-reported likelihood of terminating a

current service relationship, whereas actual switching is the objectively observed act of
switching to another provider. A number of studies show a strong link between
satisfaction and loyalty intentions, but do not establish a relationship with actual repeat
purchase behavior (Gupta and Zeithaml 2006).

4. Hypothesis development

4.1. Factors affecting customer customers’ switching behavior

The influence of eco-branding on consumers' purchasing decisions should be

understood by researchers and marketing professionals. Thus, we show how self-
expansion, brand relevance, and brand loyalty works by establishing a connection
between self-expansion and brand loyalty as well as brand relevance and brand loyalty
thereby building a comprehensive understanding of the development of brand loyalty
in customers.

We'll go on to discuss and illustrate how the three criteria are related before moving
on to the function that brand loyalty plays in a customer's choice of green cosmetics
items. The following hypotheses are developed by the researchers based on the
aforementioned queries:

“Self-expansion as a driver that prompts loyal fans to action” (Angeliki et al., 2021) is
one of the research results in a series of research about the relationship between self-
expansion and brand loyalty. However, almost all of these researches have just
mentioned the benefits of this relationship without really elucidating the formation of
the above two factors. For that reason, a hypothesis will be the positive impact of self-
expansion on brand loyalty.

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H1: The positive effect of self-expansion on brand loyalty

According to Jacoby and Chesnut, customer loyalty is the behavioral consequence of a

consumer's choice of one brand over a group of comparable brands over time. This
preference, it's vital to note, is the conclusion of an evaluative decision-making process.
On the other hand, the customer self greatly influences the decision-making process; the
connection will deepen if they go through the transformation process themselves, and
self-expansion is a crucial motivator in that. Based on that, a hypothesis is specified:

H2: The positive effect of brand relevance on brand loyalty

The probability that a customer will choose to switch brands increases with the number
of options in the market. Green brand loyalty and green brand choice are positively
correlated (Lin et al., 2017). More significantly, brand loyalty was discovered to be
closely related to green consumer behavior (Chen, Huang, et al., 2018), which in turn
enhances green competitive advantages (Zameer et al., 2020). In consideration,
hypothesis 1 assumes a negative nexus between brand loyalty and switching behaviors.
The proposed relationship will be that as a customer grows more loyal, there will be less
of a possibility that they will decide to switch to other brands.

H3: The negative effect of brand loyalty on switching behaviors

4.2 A conceptual map

Self - H1
expansion
H3
Brand loyalty Switching
behaviour

Brand - H2
relevance

It is critical to investigate a customer's brand switching behavior. The impact of

customer loyalty on consumer decisions may be strengthened or hampered depending
on the perceived fit. This study claims that consumers' switching behavior is influenced
by their level of loyalty, which is influenced by two primary factors: brand relevance
and self-expansion. According to the conceptual model, this study looks at the impacts
7
of two different congruences (self expansion and brand relevance) on brand loyalty, as
well as the effects of brand loyalty on switching behavior.

5. Methodology

5.1. Research method and the statistical analysis techniques

With the goal of 153 people to participate in this survey, we decided to use the
quantitative research method owing to its advantages, such as easy to test and check,
straightforward analysis and prestige. In addition, our group also approaches secondary
research, that’s why, we take advantage of secondary data analysis in order that the
research is able to have a comprehensive overview of many issues while enhancing the
academicity.

After obtaining quantitative data from online survey, SPSS (Statistical Package for the
Social Sciences) is used as a useful tool for descriptive statistics, reliability analysis
Cronbach's Alpha, EFA - Exploratory Factor Analysis, etc to have a comprehensive
understanding of three variables: brand relevance, self-expansion and brand loyalty. In
addition, to investigate the connection of brand relevance and self-expansion to brand
loyalty which impact directly on customers' switching behavior, data were analyzed
based on a two-step approach—confirmatory factor analysis (CFA) and structural
equation modeling (SEM).

5.2. Proposed data collection

After determining the purpose of the research and the survey object as well as the
research method, our team decided to conduct data collection using a survey with
questionnaires created on Microsoft forms. With 30 questions about background,
loyalty, consumption habits, products in use, concerns with the environment and green
products and responses to product features, mostly multiple-choice, we were able to
collect just enough data to paint a picture of customers' self-expansion, brand relevance
and brand loyalty with green cosmetics. We decided to send an email attached with our
survey link to survey subjects by business email and post on groups to expand the scope
as well as survey subjects in terms of age, gender, occupation, etc. Furthermore, due to
the use of archival studies, it is essential to collect secondary data selectively from

8
previous reputable academic sources. From these two data sources, we can analyze and
draw conclusions about the effect of self-expansion, brand relevance, and brand loyalty
on customers’ switching behavior.

5.3. Sampling

Notwithstanding the advantage of the huge population to the accuracy of the research,
it still has some obstacles for our group to approach and carry out. For that reason, we
decided to choose a sample of 153 surveyed participants which is large enough to reach
the diversity and authenticity of this research.

6. Data analysis

6.1. Demographic frequency

The purpose of this paper is to research switching behavior of green cosmetic products
based on 3 variables: brand loyalty, brand relevance, self-expansion. Therefore, our
questionnaire was sent to green cosmetic users around the area to collect objective
responses. Our questionnaire has 4 main parts and 55 questions. After collecting 153
responses, we are ready to encode the data and perform the analysis steps. Statistical
demographic information of the study sample is described in the table below:

Information Total number Frequency

Gender Female 116 75.8%

Male 33 21.6%

Other 4 2.6%

Age Under 18 2 1.3%

18-24 120 78.4%

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 25-34 25 16.3%

35-44 5 3.3%

45-54 1 0.7%

55-64 0 0%

Academic Level Under High School 2 1.3%

High School 4 2.6%

University 107 69.9%

Graduated 30 19.6%

Post Graduate 10 6.5%

Marital Status Single/ Unmarried 128 83.7%

Married 21 13.7%

Divorced 2 1.3%

Widow 0 0%

Separated 2 1.3%

Monthly Income Under 5.000.000 97 63.4%

vnd

5.000.000- under 21 13.7%

10
 10.000.000

10.000.000 - under 18 11.8%

15.000.000

Over 15.000.000 17 11.1%

The age group that appears most here is female. Of the 153 total responses, 116 or
75.8% were female. The number of women is almost overwhelming compared to the
rate of use among men and women. This is understandable when the subject of our
research is green cosmetics, a product that is widely used among women.

The most common age range among the six age categories is 18 to 24. With 78.4% or
120 persons, the 18 to 24 age group has a disproportionately large share compared to
other groups. This shows that the age of interest in green cosmetic brands is mainly
among young people, fresh out of school or working. The reason might be green
cosmetics and beauty are trending with young people

Studying at university is the most chosen part of the Academic Levels with 107 people
or 69.9%. This related to the most chosen number of ages 18-24. We can see that
students have certain knowledge and a lot of interest in beauty and health.

In terms of Marital Status, Sings/Unmarried is the highest at 83.7% or 128

individuals. This has a relationship with the common age and educational level
mentioned above. It can be seen that people who use green cosmetics are young, single
or unmarried. That means they don't have to worry about their children, office work.
They mainly consider their own health.

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Under 5,000,000 VND is the most selected part of monthly income. With 97 votes or
63.4% we can see that the monthly salary of those who use green cosmetics is not very
high. With mainly students and young people, this is a suitable and affordable amount
of money for green cosmetic products on the Vietnam market.

Based on the demographic data we have just analyzed, the characteristics of green
cosmetic users are young women who have not graduated from school or are working
part-time with salaries that are not too high, less than 5 million VND. They devote a lot
of time to maintaining their health, particularly their appearance. They also possess
particular knowledge to select the ideal product in accordance with their preferences and
the society.

6.2. Validity and reliability test

6.2.1. Using the Cronbach's Alpha coefficient to measure the scales' reliability

a. Standards in Cronbach's Alpha scale

If a measurement variable has the Corrected Item-Total Correlation coefficient ≥ 0.3,

that variable meets the requirements.

The value of Cronbach's Alpha coefficient:

● From 0.8 to close to 1: very good scale.

● From 0.7 to close to 0.8: the scale is good to use.

● From 0.6 and up: Eligible scale.

We also need to pay attention to the value of the column Cronbach's Alpha if item
Deleted, this column represents the coefficient Cronbach's Alpha if the type of variable
under consideration. If the value of Cronbach's Alpha if item Deleted is greater than the
alpha coefficient of the group, we should consider this observed variable depending on
each case.

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b. Check the Cronbach’s Alpha scale

b.1. Check the Cronbach’s Alpha scale with the BR: Brand Relevance

Reliability Statistics

Item-Total Statistics

⇒ Brand relevance scale: The results of the reliability test show that the overall
reliability of this scale is 0.808 and there are no observations that have a correlation
coefficient with the total variable less than 0.3. Therefore, this scale meets enough
reliability and is suitable to be included in the next analysis steps

b.2. Check the Cronbach’s Alpha scale with the SE: Self-expansion

Reliability Statistics

Item-Total Statistics

13
⇒ Self expansion scale: The results of the reliability test show that the overall reliability
of this scale is 0.868 and there are no observations that have a correlation coefficient
with the total variable less than 0.3. Therefore, this scale meets enough reliability and
is suitable to be included in the next analysis steps.

b.3. Check the Cronbach’s Alpha scale with the SE: Brand loyalty

Reliability Statistics

Item-Total Statistics

⇒ Brand loyalty scale: The results of the reliability test show that the overall reliability
of this scale is 0.629 and there are 2 observations that are BL1 and BL6 have a
correlation coefficient with the total variable less than 0.3. We reject it and run

14
Cronbach’s Alpha again. Then, the scale meets enough reliability and is suitable to be
included in the next analysis steps.

b.4. Check the Cronbach’s Alpha scale with the SW: Switching behavior

Reliability Statistics

Item-Total Statistics

⇒ Switching behavior scale: The results of the reliability test show that the overall
reliability of this scale is 0.685 and there are no observations that have a correlation
coefficient with the total variable less than 0.3. Therefore, this scale meets enough
reliability and is suitable to be included in the next analysis steps

6.2.2. Exploratory Factor Analysis (EFA)

a. Criteria in EFA analysis

KMO coefficient (Kaiser- Meyer- Olkin): Is an index used to consider the

appropriateness of factor analysis. The value of KMO must reach a value of 0.5 or more
(0.5 ≤ KMO ≤ 1) which is a sufficient condition for factor analysis to be appropriate. If
this value is less than 0.5, then factor analysis is likely not suitable for the research data
set.

Bartlett test (Bartlett's Test of Sphericity): used to see if the observed variables in the
factor are correlated with each other or not. Bartlett's test has statistical significance (sig
Bartlett's test < 0.5), showing that observed variables are correlated with each other in
the factor.

15
Eigenvalue is a commonly used criterion to determine the number of factors in EFA
analysis.

Total variance explained ≥ 50% shows that the EFA model is suitable. Considering the
variation as 100%, this value represents how much the extracted factors are condensed
and how much percentage of the observed variables is lost.

Factor loading, also known as factor weight, represents the correlation relationship
between the observed variable and the factor. The higher the factor loading coefficient,
the greater the correlation between the observed variable and that factor and vice versa.
According to Hair & ctg (2009,116), Multivariate data analysis, 7th edition then:

● Factor loading at +(-) 0.3: the minimum condition for the observed variable to be
kept

● Factor loading at +(-) 0.5: The observed variable has good statistical significance.

● Factor loading at +(-) 0.7: The observed variable has very good statistical
significance.

However, the standard value of the factor loading needs to be dependent on the sample
size. With each different sample size interval, the factor weight level for the observed
variable to be statistically significant is completely different.

b. Analysis of the factors on the scale of the independent variable

The condition for the rotated component matrix table to be statistically significant is:

- 0.5 ≤ KMO ≤1 and Bartlett's Test sig coefficient < 0.05.

- Eigenvalue is greater than or equal to 1

- Total variance explained is greater than or equal to 50%

Performing the factor analysis process to reduce the variables into a common factor
group made from 25 observed variables, we get:

KMO and Bartlett's Test

16
⇒ The results are KMO coefficient = 0.827 and Bartlett's Test sig coefficient =
.000 < 0.05, so factor analysis is accepted.

Communalities

17
Total Variance Explained

⇒ Analysis according to Eigenvalue greater than 1, obtained 2 factors

representing the majority of input data. Specifically, the 2 factors extracted in EFA
reflect 54.086% variation of the observed variables included.

Rotated Component Matrix

18
 From the rotated Component matrix table, we have 1 variable that does not display
the results in the rotation matrix table which is SE2. Then we reject SE2 and run
EFA again.

6.3. Confirmatory factor analysis (CFA)

According to Hair et al. (2010, Multivariate Data Analysis, 7th edition), indicators
considered to evaluate Model Fit include:
● CMIN/df ≤2 is good, CMIN/df ≤5 is acceptable
● CFI ≥ 0.9 is good, CFI ≥ 0.95 is very good, CFI ≥ 0.8 is acceptable
● GFI 0.9 is good, GFI 0.95 is very good
● RMSEA 0.08 is good, RMSEA 0.03 is very good

A set of observable variables' factor relationships to the underlying constructs were

confirmed via CFA (Fornell and Larcker, 1981;Hair et al., 1998). The sample size had
an impact on the 2 statistic, which suggests that the 2/df should be smaller than 3:1 even
though a big 2 statistic suggested a poor fit (Jöreskog and Sörbom,1989). Additionally,
the results showed a satisfactory match when NFI, IFI, and CFI values were between
0.9 and 1.0. Additionally, RMSEA with a value below 0.80 was recommended for the
proper model fit (Byrne, 1998; Diamantopoulos and Siguaw, 2000). In this study,
RMSEA equals 0.076, conveying an acceptable model fit. According to the results of
CFA, the goodness of fit indices of CFA were: chi-squared=125.5, df=100, p = 0.000;
2/df = 2.255; NFI = 0.98; NNFI = 0.830; IFI = 0.959; CFI = 0.961; GFI =/gfi;
PCLOSE=0.768; RMSEA= 0.040, indicating an acceptable value for each model fit
index. The GFI result was bad because of the small scale of sample size. Howevers, as
a result, it can be said that the measurement model and the data are quite well-matched.

19
20
6.4. Structural equation model (SEM)

SEM was run to investigate the causal relationship of the proposed soft substructure
within the theoretical framework. According to the SEM results, the RMSEA is equal
to 0.040, implying an acceptable fit model. Each model fit index value is also accepted.
;CFI=0.961;GFI cannot be found because the number of participants is not enough for
SEM ;RMSEA=0.04. The results of the fit statistics show that the model fit is accepted.

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6.5. Hypothesis testing

According to the preceding table, the values of effect of factor self expansion (SE5, SE4,
SE1, SE3) and factor brand relevance (BR3, BR1 ,BR4, BR2) on factor brand loyalty
(BL3, BL2, BL4, BL7, BL5) are all greater than zero and positive. When representing
number 4 with an estimate of a negative number, the regression weights of the variables
change. As a result, we can observe that H3, which states that brand loyalty has a
negative influence on switching behavior, is correct. In short, we do not reject all H1,
H2, H3. From the outcomes of the above-mentioned hypothesis testing, include values
of all factor, we have enough evidence to conclude that brand relevance and self
expansion

7. Discussion of finding

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Thương hiệu này phù hợp với tôi SE5

Thương hiệu này phản ánh con người tôi SE4

Thương hiệu này phản ánh con người tôi SE1

Tôi có thể đồng cảm với thương hiệu SE1

Thương hiệu có trách nhiệm với môi BR3

trường

Thương hiệu này rất thân thiện với môi BR1

trường

Thương hiệu tạo ra những ảnh hưởng tích BR4

cực tới cộng đồng

Thương hiệu này tạo ra sự khác biệt BR2

trong cách bảo vệ môi trường

Nếu sản phẩm bạn muốn hiện không có BL3

trong cửa hàng, bạn có mua nó vào lúc
khác không?

Nếu các loại mỹ phẩm khác có chương BL2

trình giảm giá, bạn có mua thay thế mỹ
phẩm xanh hay không?

Nếu sản phẩm bạn muốn hiện không có BL4

trong cửa hàng, bạn có tìm mua nó ở nơi
khác không?

Bạn có tin vào người có những bình luận BL7

tiêu cực về mỹ phẩm xanh hay không?

23
Nếu ai đó nói xấu về sản phẩm xanh yêu BL5
thích, bạn có phản bác lại không?

Nhãn hiệu này là nhãn hiệu tôi yêu thích SW4

trong các loại nhãn hiệu cùng dòng.

Tôi đã ít mua sản phẩm của thương hiệu SW5

này hơn trước.

Nhãn hiệu này là nhãn hiệu tôi yêu thích SW6

trong các loại nhãn hiệu cùng dòng.

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With the topic of green cosmetic consumption, the central idea of our paper is to
investigate the effect of brand loyalty on customer's switching behavior. Two variables
self-expansion and brand relevance were used to see the positive or negative influence
on brand loyalty to support our final conclusion.

Firstly, our first hypothesis states that there is a positive relationship between self-
expansion and brand loyalty. Our results support this hypothesis. This demonstrates that
customers are more loyal and trustworthy when they feel more a connection to the brand.
This is consistent with the statement "In the process of self-expansion, consumers are
likely to invest more time, effort, and resources into the object of their affections"
(Gorlier & Michel, 2020). This is a positive factor leading to the increase of customer's
brand loyalty - needing to actively search and buy from customers. Looking into details,
SE5 is the highest selected data. This demonstrates how a sense of belonging with the
brand will enhance the self-expansion of the customer and the product. Green brands,
when wanting to increase customer loyalty and self-expansion, need to have a sense of
belonging in the customer's mind when thinking about the product.

Secondly, our results met our expectation on the positive effect of brand relevance on
brand loyalty. Customers will become trusted and devoted to a brand based on how they
perceive it. The brand must make itself more indispensable and significant in the lives
of its consumers. With the characteristics of green cosmetic products, manufacturers can
highlight the significance of elements like environmental preservation, health benefits,
and so on. The most selected result in the brand relevance table is BR3. Brand
accountability has suddenly become the highest factor in brand relevance. Thus, brands
must not be negligent in handling customer issues as well as presenting themselves as
understanding and responsible brands for not only customers but also social and
environmental issues.

Our third hypothesis and data results support the idea that there is a negative relationship
between brand loyalty and switching behavior. The data shows that the more loyal
customers are, the rarer the decision to change their favorite products. This is consistent
with the idea that there are conflicting motivations between brand loyalty and switching
behavior such as seeking diversity v. inertia and satisfaction v. dissatisfaction (Bawa,
1990; Newman & Werbel, 1973). Having BL3 and SW4 as the highest rate in our results,
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we suggest that green brands should always protect and pay attention to loyal customers.
Changing buying behavior can be a negative issue affecting the revenue and reputation
of the brand. Besides, the contrasting relationship between loyalty and switching
behavior can be a suggestion for green brands to focus on building close relationships
with new, recently engaged customers. Strategy here is building emotional relationships
with loyal customers, investing mostly and passionately with new clients to turn them
into long-term loyal customers.

The experiment provides an insight into the effect of brand relevance, self-expansion on
brand loyalty and the effect of brand loyalty on switching behavior. Green cosmetic
brands that want to reduce the likelihood of switching brands can rely on our results to
increase brand loyalty. Additionally, to increase the rate of brand loyalty, it is necessary
to increase the rate of brand relevance and self-expansion of brands and customers.

8. Recommendation

This research study provides a pathway both theoretical and realistic for business. It
supports the previous research that consumers show the relationship between those
chosen variables.

In addition, a reference for the government and businesses on how to get close between
people's expansion and brand relevance with their actual behavior with an extending the
conventional theory of green cosmetic consumption switching's behavior was given.

The findings of this investigation can be carried out in green cosmetic consumption.
This is because the study provides relevant information on the factors that are likely to
influence buyers' intention to stay or switch green cosmetic brands.

The results of the study show a negative relationship between brand loyalty and
switching behavior. As a result, increasing the level of loyalty is a good way for
businesses to lose their customers.

In addition, among the group factors included in the study, brand relevance is believed
to have a stronger influence on Brand Loyalty. Therefore, in order to increase the loyalty
of shoppers to the green cosmetic brand, the company should consider the factor of
protecting the environment as it is one of the most considerable reasons while customers
26
think about brand relevance based on the result of the project. Also, the business could
enhance their customer experience and keep the brand image consistent.

Regarding self-expansion, marketers are supposed to pay attention building a brand

personality that matches their target customer is necessary because customers prefer
products that reflect their image.

In addition, this research provides a basis for understanding the important factors
affecting consumers in making the switching decision and factors which motivate and
are barriers to switching the green products. In the past a number of studies have been
given on ……….., this research provides a way to identify the gap that exists among
the consumers greens supporting behavior.

Further suggest that the Consumer knowledge and beliefs about the environment issues
is a powerful tool for segmenting the market.

In order to satisfy green consumers, marketers can develop and make sure that the
product contains visible environmental benefits and offers a comparative price similar
to the other energy companies. The marketer can use a green marketing mix approach
in their communications in order to change the consumer attitude toward green
purchasing behavior.

The government may employ policies to assist individuals enhance their knowledge of
the environment and the benefits of green consumption. Educational interventions to
promote pro-environmental information, public service advertising, developing a hero
of environmental protection, rewarding environmental initiatives, and so on are
examples. Besides that, the government may change industrial policies in order to
encourage the production of ecologically friendly products. In the distant future, the pro-
environmental business will progressively overtake the backward non environmental
industries.

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 APPENDIX

https://docs.google.com/forms/d/e/1FAIpQLScgCwIsm4BrxGPUb4Z1T_yYFKbnFJt8
Ksdh2UzcynzH5GzoXA/viewform

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