Background of the study

The automotive industry has indeed been making significant strides towards sustainability, with a focus on eco-friendly practices and the adoption of green technologies (Sun et al., 2018). This shift has also extended to the maintenance and repair sector, giving rise to the green spare parts industry, which plays a pivotal role in promoting sustainability by offering environmentally friendly alternatives for vehicle maintenance and repair (Sun et al., 2018). The green spare parts industry encompasses components and materials designed, manufactured, and utilized with a focus on minimizing environmental impact (Sun et al., 2018). This includes spare parts made from recycled materials, energy-efficient manufacturing processes, and components contributing to fuel efficiency and emissions reduction (Sun et al., 2018). The industry aligns with the global effort to reduce the carbon footprint of transportation and mitigate the adverse effects of vehicle-related pollution (Sun et al., 2018). One of the key elements that distinguish the green spare parts industry is its contribution to the circular economy, reducing waste and conserving resources through reusing and recycling materials (Sun et al., 2018). As automotive manufacturers increasingly adopt green initiatives, the demand for eco-friendly spare parts has grown, driving innovation and research in this emerging sector (Sun et al., 2018). Customer engagement emerges as a critical factor in the success of green spare parts initiatives, emphasizing interactions, communication, and shared values between businesses and customers (Rachbini, 2018). As customers become more environmentally conscious, businesses in the green spare parts industry need to connect with their audience on a deeper level, aligning their values with those of their customers (Rachbini, 2018). The automotive industry is one of the largest contributors to environmental pollution, primarily due to the production and use of vehicles (Olabi, Wilberforce & Abdelkareem, 2021, Ogunkunle & Ahmed, 2019). As a response to this, there has been a growing trend towards sustainability in the industry, including the promotion of green initiatives such as the use of green spare parts. Green spare parts are environmentally friendly components that are either recycled, remanufactured, or made from sustainable materials. These parts help reduce the environmental impact of vehicle maintenance and repair by minimizing waste and energy consumption (Cenci, et. al., 2022, Sinha & Modak, 2021). However, the success of green spare parts initiatives relies heavily on customer engagement. Customers play a crucial role in adopting and promoting these initiatives, as their choices and behaviours influence the demand for sustainable products and services (Lim, 2022, TM, et. al., 2021). Engaging customers effectively in green spare parts initiatives requires understanding their attitudes, preferences, and motivations towards sustainability, as well as implementing tailored engagement strategies that resonate with them (Nygaard, 2024, Riley, et. al., 2021). Despite the importance of customer engagement in green spare parts initiatives, there is limited research on the topic, particularly in the context of the automotive industry (Adelakun et al., 2024). This study aims to address this gap by examining the customer engagement techniques used in green spare parts initiatives and their effectiveness. By understanding how customers can be effectively engaged in these initiatives, automotive companies can enhance their sustainability efforts and contribute to a more environmentally friendly industry (Oyinkansola,2024).