Customer Brand Engagement and Value Co-Creation for Green Product During the COVID-19

Abstract

Global warming that is happening today is the effect of extreme climate change. This is a concern for companies to issue environmentally friendly products. The Covid-19 pandemic has forced many businesses to change their processes to adapt to the new normal. Due to the fear of contamination caused by the COVID-19 pandemic, consumers are starting to shop from home rather than going out, as they perceive it as low risk. Therefore, there has been a change in consumer attitudes and behaviour, and this pandemic has changed consumer buying behaviour. Brands are advised to continue to carry out genuine communication with the public through various social media to build stronger bonds (solid bonds) with potential consumers to create shared value creations, especially during the COVID-19 pandemic, which adopts the new normal and stays at home. Aim: This study aims to understand better the nature of engagement that creates value co-creation during the COVID-19 period and in the future for green products. Method: This paper conducted an online survey with 130 adult subjects. This paper used structural equation modelling was used to test research hypotheses. Result: The results analysis revealed that customer experience has a significant effect on individual customer brand engagement and community customer brand engagement. In addition, individual customer brand engagement significantly impacts value co-creation. This paper contributes to consumer buying behaviour for green products during the COVID-19 pandemic.