Nexus Between Sustainable Development Goals and Customer Loyalty Intention: Mediating Role of Image and User Organization Identification

Abstract

The Sustainable Development Goals (SDGs) are the critical driving force for improving individual and community well-being, while also acting as a key catalyst for advancing sustainable economic development. Based on the SOR theory, this study focuses on the SDG practices at the three levels of environment, society and economy, and examines their impact on corporate image and customer loyalty. By using the structural equation model to analyze the questionnaire data of 349 respondents, the study found that the SDGs at these three levels all have a significant positive effect on customer loyalty through mediating factors such as corporate image, customer satisfaction and organizational identification. Theoretically, this study innovatively reveals the specific impact of the three aspects of SDG on customer loyalty in theory; practically, it encourages organizations to fully engage with the sustainable development goals to achieve a win-win situation for both economic and social benefits.