The Role of Customer Loyalty in the Adaptation of Green Practices among Shopping Malls in the Emerging Economy: A Systematic Review

Objective: This study investigates on the role of Customer Loyalty in the Adaptation of Green Practices among Shopping Malls in the Emerging economy.

Methods: The evaluated studies were cross-sectional. Online research journal websites and in-context publications were used for a systematic review. In this research, the search query focused on green practices adaptation in shopping malls in Ghana, Nigeria, Kenya and Tanzania. Green practices in retail malls were recognized in this research. Thus, publications on green shopping mall practices in emerging economy were linked.

Results: In Enugu, Nigeria, Chinda and Umeh discovered that 50% of customers had average scores above 4.0, above the 3.0 requirement. According to Adeola and colleagues, mall value and atmosphere significantly impact customer loyalty (β = -0.429, p < 0.0.05). Mahmoud and colleagues discovered that eco-friendly packaging did not affect customers' buying choices (β = 0.114; SE = 0.081; t = 1.313; p > 0.05). And it hardly influences purchases. Wang and colleagues discovered no knowledge interaction between Produce Buying Company and consumer purchase intention in Tanzania and a small impact in Kenya.

Conclusion: Industrial companies are urged to use biodegradable packaging to reduce their environmental effect. Consumer education, public awareness initiatives, and laws to promote eco-friendly packaging may help consumers make more ecologically conscientious purchases.