Understanding the connection between how consumers perceive sustainability and how they experience the offered products or services can make a big difference for companies to stay ahead of the competition. When companies work to make their products and services align with what their customers value, like being eco‐friendly and socially responsible, it may not only draw in new customers but also make the existing ones stick around. Using behavioral reasoning theory, we attempt to explore the impacts of perceived benefits and skepticism on attitude toward sustainability and the moderating role of customer experience on the relationship between these variables and loyalty. Findings (n = 660) showed that attitude toward sustainability mediates the relationship between perceived benefits, skepticism, and customer loyalty. Furthermore, our findings highlighted that customer experience moderates the relationship between attitude toward sustainability and loyalty. The details of the moderation analysis suggest that cognitive, affective, physical, and social experiences have a stronger effect than sensory experiences in reinforcing the impact of perceived benefits and attitude on consumer loyalty in a sustainability context. The article concludes with implications and research directions for further investigation.

中文翻译：

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赢得竞争的完美组合：将可持续发展与客户体验结合在一起

了解消费者如何看待可持续发展与他们如何体验所提供的产品或服务之间的联系可以为公司在竞争中保持领先地位带来巨大影响。当公司努力使自己的产品和服务符合客户的价值观时，例如环保和社会责任，它不仅可以吸引新客户，还可以让现有客户留下来。利用行为推理理论，我们尝试探索感知利益和怀疑态度对可持续发展态度的影响，以及客户体验对这些变量与忠诚度之间关系的调节作用。调查结果 (n = 660) 表明，对可持续发展的态度会调节感知收益、怀疑态度和客户忠诚度之间的关系。此外，我们的研究结果强调，客户体验调节了可持续发展态度和忠诚度之间的关系。调节分析的细节表明，在可持续发展背景下，认知、情感、身体和社会体验在增强感知利益和态度对消费者忠诚度的影响方面比感官体验具有更强的影响。文章最后给出了进一步研究的启示和研究方向。