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This study identifies an effective communication strategy for promoting restaurants’ green efforts to customers by using different types of green advertisement messages. This study aims to investigate the relative persuasiveness of attribute-based versus benefit-based appeal messages in green restaurant advertisements and their matching effect with different types of green practices in the restaurant (environment-focused green practices vs food-focused green practices) and with different types of restaurants (fine dining vs fast casual dining) on customers’ attitude and visiting intention toward green restaurants. Furthermore, the study examines a moderating effect of restaurant types to assess whether the matching effects between types of messages and types of green practices work differently within the different types of restaurants.

A 2 (attribute-based vs benefit-based messages) × 2 (food-focused vs environment-focused green practices) × 2 (fast casual vs fine dining restaurants) between-subject experimental design was used to test the proposed hypotheses. An online scenario-based survey was developed and distributed to online panel members in the USA. Ultimately, 363 responses were used for data analyses. ANOVA and t-test were conducted to analyze the data.

The results indicate that benefit-based messages are generally more persuasive than attribute-based messages in green restaurant advertisements. For restaurants with food-focused green practices, an advertising message emphasizing the benefit of food-focused green practices (benefit-based message) would be more effective than an advertising message describing their tangible efforts to show the greenness of the restaurant (attribute-based message). For fine dining restaurants, a green advertisement with benefit-based information would be more persuasive than attribute-based information. This study further showed that the aforementioned interaction effect between types of green practices and types of messages was salient for fine dining restaurants.

This research is one of the few studies in restaurant management to examine the green communication effectiveness in terms of the types of green practices and the types of advertising message framing. By comparing the relative persuasiveness of green advertisements on consumers’ attitudes and behavior intentions, this study provides suggestions for restaurant professionals to make effective green communication strategies based on the type of green practices the restaurant primarily uses and the type of restaurant the manager is operating.

Products that espouse environmental ethical principles have received increasing attention in recent years. However, one key barrier against sustainable consumption is that green attributes could result in consumer’s expectation of decreased product physical performance. This study aims to investigate how green attributes existing in different product categories affect consumer purchase intention.

Two experimental studies were conducted to test the hypotheses. Study 1 provides initial evidence of the interaction effects between green attributes and product category on consumer purchase intention. Study 2 replicates the findings of Study 1 and further tests a benefits-based mechanism in the relationship between green attributes and consumer purchase intention.

The findings show that in the utilitarian product category, products with green peripheral attributes result in a higher purchase intention than those with green core attributes, whereas, in the hedonic product category, products with green core attributes result in a higher purchase intention than those with green peripheral attributes. Furthermore, the authors demonstrate that green attributes, as universal sustainability cues predominantly affect consumers’ perceptions of utilitarian environmental benefits and self-expression benefits, which further enhance their purchase intention towards utilitarian products and hedonic products, respectively.

This study responds to the calls for more empirical studies into discussing the role of green attributes in consumer purchase intention. Furthermore, it uncovers a benefits-based mechanism that explains how green attributes existing in utilitarian product categories and hedonic product categories trigger consumers’ analysis of benefits, leading to positive consumer purchase intention.

This paper aims to explore surprising facets of consumer delight behavior. The study is the empirical juncture of three studies based on consumer survey on the Indian television market. Study 1 traces the existence of greenies in India among brownies prevailing around the globe by using the surprise-delight model. Study 2 is a pre-intervention research design confirming greenies preferences to television attributes such as screen technology, annual energy cost saving, screen resolution, screen size and free gifts. Study 3 signifies a price intervention design by allowing customers to include their preference by replacing the annual energy cost saving with price.

This paper is a harvest of studies based on discriminant analysis for identifying green and brown customers and a two-level conjoint analysis for identifying attributes contributing to green behavior.

The empirical generalization of a study comes out with unique findings of the greenies and brownies and their preference and attitude toward green attribution and substitution. A “preferential green shift” appeared as a vital output owing to knowledge–attitude–practice from these consecutive studies. This gap exists because of the price factor. The authors suggest the measures for improvement in product offering by targeting and positioning green products from the findings and the preferential green shift.

Future research may focus on other segments of products such as automobiles, i.e. cars. Despite the availability of the non-probabilistic sampling technique, the probabilistic sampling technique can be used. Finally, a larger sample size could have given a better generalization of results.

The gap in knowledge–attitude–practice was evident. This gap was caused by the presence of “price” concern. The study revealed that heavy consumer durable buyers are aware of the benefit of green, but the reality of price cannot be ignored and finally make a purchasing decision on the basis of price criteria. Hence price is recommended as another criterion to be considered in the technology acceptance models.

Few studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.

This study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.

The findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.

This study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.

The purpose of this study is to provide insights into mechanism by which environmentally friendly initiatives positively affect a service firm's revenue stream. First, it explores attributes consumers associate with green services. Second, it affirms the mediating role of warm emotions in connecting green services to satisfaction and customer loyalty. Third, it investigates a set of amplifiers of warm emotions. These are the green tendencies of the consumer and perceived motives for adopting environmentally friendly practices.

This research involved two studies. A critical incident study was used to tap into the consumer's perspective on green services. A total of 262 attributes of green services were categorized into overarching themes. A quantitative study addressed the mediating relationships and amplifiers of warm emotions. Pooled across three services, a total of 846 observations were analyzed.

The findings reveal that a consumer views a service as environmentally friendly if it exhibits green attributes in either the core service, service delivery process, service environment or peripheral service activities. The results of Study II affirm that warm emotions mediate the relationship between perceptions of the environmental friendliness of a service and customer satisfaction as well as customer loyalty. The study findings suggest that positive emotions are further strengthened by the level of greenness of the consumer and by a firm's money saving motives as well as environmental preservation motives the consumer attributes to the adoption of green practices.

This study advances the authors' understanding of what attributes consumers associate with service greenness. This research expands on the service greenness and positive emotions connection by including an initial set of amplifiers of positive emotions to include the greenness of the consumer and motives for adopting green practices.

The COVID-19 crisis has jolted the hotel landscape profoundly and sector's usual resistance to innovative efforts is gone. Ecologically innovative (green) hotels are now expected to set the benchmark in protecting the environment and mitigating human health hazards. The need for this study stems from the fact that eco-innovative (green) hotels need not only be established and promoted, but also accepted or adopted by guests. Existing studies have mostly relied on customer's pro-environmental attitude, knowledge, and a selective list of green hotel attributes in order to predict green hotel visit intentions. The objective of this study is to provide a comprehensive list of environmental and human health attributes that are likely to influence guest's decision to visit a green hotel. One of the first studies to utilize the diffusion of innovation (DOI) theory in sustainable hospitality research, this qualitative study identifies 27 key green hotel's perceived attributes. Examining the guest's expected green hotel attributes would help managers make their green efforts more effective and attract potential guests who have not yet stayed at green hotels.

This study aims to propose resident-based brand equity models on green, creative and smart development themes through a multi-sample telephone survey on Hong Kong residents (n = 751).

This research adopted a quantitative approach with a round of questionnaire-based survey carried out anonymously on adult citizens who have stayed in Hong Kong for more than one year. Telephone survey was performed by a professional survey research centre with trained interviewers between May and July 2022.

The study identifies the magnitude of these city brand equity attributes and reconfigured their composition under separate samples of Hong Kong residents. The results reveal the relatively stronger brand equity for developing Hong Kong as a smart city brand compared with green and creative branding.

The research findings might carry a major limitation of varied interpretations and stereotypes of each city theme (green, creative and smart) by local residents. To minimize the expected bias, two core questions were added to provide respondents with information on each theme before the main survey questions. The questions’ wording was also simplified to ensure the constraint and inconsistency of layman effect.

The common attributes across the themes, including distinctiveness, uniqueness, confidence, positive image, liveability, long-term residence, feature familiarity and top-of-mind, indicate the most prominent aspects of brand equity formation and enhancement. Since urban sustainability does not follow a single path of strategies and infrastructure development, city brand process should also follow a selective approach, which clearly identifies a multiplicity of local interests that could create the best outcomes and the strongest brand equity for the city.

The factor allocation and regression analysis elucidate different configurations of the determining factors with a three-factor model for green city brand equity and two-factor models for the other ones. The findings encore some previous studies supporting the differentiation between common attributes and distinctive attributes, and the overlapping approach to unleash the strongest integration of attributes of brand equity.

The study investigates employees’ perceptions of green project management in Hong Kong's engineering and construction sectors.

Green project management attributes were identified and categorized in terms of organization and process aspects based on a literature review. A questionnaire was developed to collect responses from employees working in Hong Kong's engineering and construction sectors.

Respondents perceived “using Design for Environment approach,” “training employees about green project management” and “recycling the used or excessive materials/components” as the most important attributes. Generally, females gave higher importance ratings than males to most attributes. Respondents who had higher education qualifications or held senior positions perceived green project management attributes as more important than their counterparts with lower education qualifications or in lower positions. Green project management was found to have four distinct factors: “Management Commitment,” “Green Technologies and Processes,” “Green Partnerships” and “External Communication.”

The study is one of the first empirical works on green project management in Hong Kong's engineering and construction sectors. It demonstrates that green project management should be characterized as a multidimensional concept.

The purpose of this paper is to understand consumer preferences for green vehicles with low fuel consumption and emission. It will examine six important vehicle attributes, including fuel efficiency and CO₂ emissions, and determine the impacts of increasing demand for green attributes on the domestic car industry in Sweden.

Responses to an adaptive choice-based conjoint experiment from a sample of 100 residents in Northern Sweden were analyzed using monotone regression and market simulation.

The authors found that consumer preferences were sensitive to changes in fuel efficiency and emission levels. However, engine power was the most important attribute for existing owners whereas price was the most important one for potential customers, while both market segments valued emission more than fuel efficiency. Also, the domestic producer will benefit from both an increase in market size and market share if all new vehicles have higher fuel efficiency but its market share will decrease if all new vehicles have lower CO₂ emissions.

Although promoting green vehicle purchase is beneficial for the environment, policy makers also need to balance this benefit against any potential adverse effect on the domestic industry and the economy. This study will provide evidence-based recommendations to increase the share of green cars in new vehicle purchase, and thus contribute to improving the environment. Moreover, it will also predict the changes in the market shares of different vehicles, and the potential impact on the domestic automobile manufacturing sector and the economy.

This study will contribute significantly to the understanding of consumer preferences by exploring the preferences of a sample of consumers from a country with a well-established alternative fuel and green car market but has adverse weather and driving conditions and a domestic automobile manufacturing industry. It will also examine the differences in preference between existing owners and potential green car buyers. Finally, it will simulate the effects of changing fuel efficiency and emission levels on consumer utility and preference shares to predict changes in market share of different vehicles, and thus the potential impact on the domestic automobile manufacturing sector and the economy.

This research project studies office tenants’ perceived value of green service attributes, with the focus being on facility services and management. The purpose of this paper is to gain an understanding of what kind of green attributes tenants value in their office buildings.

The research project was conducted using a single case study methodology. A green facilities management concept was tested in a pilot building. Data were collected via a structured questionnaire based on the Kano model of attractive quality. In addition, open-ended questions were asked to further understand the tenants’ views on the matter.

The findings of the research project indicate that tenants have begun to value green attributes in their office buildings. While environmental efficiency is not yet a strategic guideline for small tenants, it would increase their satisfaction with facility management and services.

Facility management and service organisations can utilise the results of this study in their own service scopes and process development.

This study provides insight into the value of green facilities and user services for small office tenants.