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Environmental messaging, corporate values, online engagement and purchase behavior: a study of green communications among eco-friendly coffee retailers

Chompoonut Suttikun (Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen, Thailand)
Patcharaporn Mahasuweerachai (Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen, Thailand)
William Hamilton Bicksler (Khon Kaen University International College, Khon Kaen University, Khon Kaen, Thailand)

Journal of Hospitality and Tourism Insights

ISSN: 2514-9792

Article publication date: 26 September 2024

209

Abstract

Purpose

This study aims to examine the influence of green message types on brand awareness and intention to share, and subsequently how perceived value leads to purchase intentions at green coffee retailers.

Design/methodology/approach

A 2 × 2 between-subjects design was developed, yielding four green advertising messages for the study. The structural relationships between variables were then tested by covariance-based structural equation modeling.

Findings

The most effective green advertising messages combined benefit-based text with images of green materials' benefits. These messages influenced consumers' perceived green awareness, intentions to share online ads and purchase intentions at green coffee retailers. Additionally, awareness of coffee retailers' green practices led to higher emotional value perception compared to other values. Emotional and functional values influenced purchase intentions at eco-friendly coffee retailers.

Practical implications

The results of this study suggest effective ways of designing green advertising messages to increase consumer awareness of green products, sharing online ads and intentions to buy beverages from eco-friendly coffee retailers.

Originality/value

This study contributes to sustainability literature, dual coding theory and consumer value theory.

Keywords

Acknowledgements

This paper is funded by the Faculty of Business Administration and Accountancy, Khon Kaen University, Khon Kaen, Thailand.

Citation

Suttikun, C., Mahasuweerachai, P. and Bicksler, W.H. (2024), "Environmental messaging, corporate values, online engagement and purchase behavior: a study of green communications among eco-friendly coffee retailers", Journal of Hospitality and Tourism Insights, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/JHTI-06-2024-0556

Publisher

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Emerald Publishing Limited

Copyright © 2024, Emerald Publishing Limited

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