Impact of green reputation on green evangelism: the role of green fidelity, respect and credibility
Asia-Pacific Journal of Business Administration
ISSN: 1757-4323
Article publication date: 6 January 2025
Abstract
Purpose
Given the challenging economic conditions and unstable employment situation in developing countries like Iran, sustainable development has become a primary focus. With coastlines along both the north and south, the growth and development of coastal and marine tourism could provide a solid foundation for generating stable and continuous income streams. This research investigates the factors that facilitate and hinder communication between local communities and key stakeholders in the development of coastal tourism.
Design/methodology/approach
The research community comprised local communities, tourists, and government officials involved in tourism processes. Participants were selected based on specific criteria through targeted sampling, resulting in a total of 17 samples. The primary research tool utilized was semi-structured interviews. Interview questions were developed within the frameworks of two theories: social exchange and social network theory. Data analysis was conducted using thematic analysis methods.
Findings
The results indicated that all the promoting and inhibiting factors can be categorized into four themes: economic, socio-cultural, environmental, and institutional governance. According to the analyzed data, the inhibiting factors in the environmental sector significantly outnumber the driving factors. In contrast, in the other sectors, the gap between the driving and inhibiting factors is smaller.
Originality/value
This research provides a novel perspective on advancing green evangelism. By strengthening emotional connections with the brand, green evangelism lays the groundwork for developing green respect and green credibility. This approach, which focuses on enhancing emotional bonds with the brand, contributes to the expansion of the green brands in developing countries. Therefore, instead of direct advertising for green brands, the focus should be on attracting key customers to form a community dedicated to the green brand.
Keywords
Citation
Eivazinezhad, S., Akbari, M. and Florentin Nkoulou Mvondo, G. (2025), "Impact of green reputation on green evangelism: the role of green fidelity, respect and credibility", Asia-Pacific Journal of Business Administration, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJBA-04-2024-0198
Publisher
:Emerald Publishing Limited
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