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The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding.

A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling.

The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior.

To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies.

The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

This study assesses how “green behaviour” influences the switching intention towards remanufactured products in sustainable consumers by introducing the possibility of an innovation diffusion approach for promotion efforts.

This study utilises a mixed-method approach. First, a study with a non-experimental causal design was performed with 248 cell phone users characterised by exhibiting sustainable consumption behaviours. Subsequently, 13 in-depth interviews were conducted to obtain a better understanding of the switching intention.

For sustainable consumers, green purchase behaviour and attitude towards remanufactured products have a significant effect on their switching intention. These results contrast with previous literature, where it was found that price differences, government incentives and environmental benefits were significant for consumers in general.

Switching intention towards remanufactured products in sustainable consumers may be encouraged by influencing factors related to green behaviour, rather than factors related to the market (e.g. reducing price, specific labelling or governmental regulations). Moreover, sustainable consumers could be regarded as the first adopters of remanufactured products.

To the best of the authors' knowledge, this is the first study to introduce green purchase behaviour to predict sustainable consumers' switching intention towards remanufactured products.

The purpose of this paper is to use a multi-level model as a framework to examine the relationships among experiential quality, green emotional attachment, green image, green switching experience, green experiential satisfaction and green experiential loyalty for the green restaurant industry.

The data used in this study were based on a sample of 515 customers at a green restaurant in Taipei City of Taiwan. Data were analyzed using structural equation modeling and hierarchical regression analysis.

The findings identify that interaction quality, peer-to-peer quality, physical environment quality, outcome quality, enjoyment quality and management quality influence experiential quality, which in turn results in green emotional attachment and green image respectively. Experiential quality, green image and green switching experience influence green experiential satisfaction, which in turn results in green emotional attachment. Green loyalty is influenced by green emotional attachment, green image, green experiential satisfaction and green switching experience. Green image moderates the relationships between experiential quality, physical environment quality and outcome quality.

To increase experiential quality and green emotional attachment, enhance green image, green experiential satisfaction and green loyalty and decrease green switching experience, the study findings will help green restaurant management develop and implement market-orientated service strategies.

This is the first study to investigate the effects of experiential quality, green emotional attachment, green image, green switching experience and green experiential satisfaction on green experiential loyalty in a green restaurant setting.

This study aims to investigate the relative impacts of the cognitive dissonance on brand switching (BS) and satisfaction level (SAT) by considering the mediation role of purchase regret (PRG) in these relationships in an online shopping context.

The data was collected from 354 participants, and structural equation modeling and mediation analysis were conducted to test the conceptual model hypotheses.

The findings revealed that the cognitive dissonance positively affects PRG. Also, the study indicated a negative and nonsignificant relationship between cognitive dissonance and SAT and a negative significant relationship between cognitive dissonance and BS. In addition, a positive and significant correlation was found between PRG and BS. Furthermore, the results revealed that PRG mediates the relationship between cognitive dissonance and SAT.

This research provides a novel contribution by examining the impact of the cognitive dissonance on BS and SAT and uncovering the underlying mechanism of how and under what conditions cognitive dissonance promotes BS and SAT in an online shopping context.

This study analyzes the impact of the COVID-19 pandemic on the consumption of locally produced food. In particular, it examines an extended model of the theory of planned behavior, with the addition of the perceived risk of becoming infected with the disease, locavorism and internal locus of control.

The study employs data collected from an online panel of consumers from the five largest cities in Spain (n = 1,000). It uses partial least squares structural equation modeling (PLS-SEM) to test and validate the proposed theoretical model.

The results indicate that the perceived risk of COVID-19 drives consumers to embrace locavorism more and, although locavorism is a strong predictor of attitude, internal locus of control also has a strong impact on attitude and switching intentions. Subjective norm and attitude are strong predictors of switching intentions and purchase intentions, and switching intentions also have a powerful impact on purchase intentions.

This study extends previous research on locally produced food consumption in that it has proposed and tested a new conceptual model with the inclusion of the perceived risk of COVID-19, locavorism, internal locus of control and switching intentions, which were found to have an influence on purchasing behavior.

The purpose of this paper is to explore the relationship between product innovativeness and the process of technology switching. This issue is important for two reasons: (1) in mature markets, the only way to increase market share is through consumers' switching from competitor firms and (2) it is essential to determine whether the product innovation strategy can meet users' needs in high-technology markets.

Research centers (university hospitals) specializing in magnetic resonance imaging (MRI) are the lead users of the MRI market. In this market, the technology switching process was tracked using an annual conference database. Interviews with industry experts and lead users were conducted in order to determine the relationship between product innovativeness and technology switching.

The findings reveal that in the lead users' segment, technology switching is occurring at a significant level. The interviews emphasized the influence of product innovativeness on technology switching in the global MRI market, as well as the importance of adopting an open innovation process as a strategy to enhance product innovativeness.

The results can be generalized to industries with similar characteristics, such as high rates of technological change and technology heterogeneity. In high-technology markets, managers should monitor switching behavior. They should also study the influence of product innovativeness on such behavior in order to determine the correct product innovation strategy and meet users' preferences effectively.

The literature reports considerable research that investigates switching behavior, but most publications use data from a short time period and cover a limited geographical region. This is the first study that uses data to track the switching behavior of high-technology products on a global scale over a 22-year period.

Utilizing the Stimulus-Organism-Response framework, this study examines how stimuli such as green sustainability efforts and brand image affect organisms namely brand experience and brand trust, leading to brand-related outcomes such as brand affinity, brand satisfaction and purchase intention in the soft drink industry in Singapore.

An online survey was administered to a total of 243 members of several Singapore-based Facebook groups. The data were analyzed using structural equation modeling.

The results show the positive effects of green sustainability efforts on brand image, brand experience and brand trust. Brand experience affects brand satisfaction, brand affinity and purchase intention, whereas brand trust affects brand satisfaction and purchase intention. Moreover, the mediating roles of brand experience and brand trust are verified.

To build strong consumer-brand relationships, managers can elevate brand experience and brand trust through the implementation of green sustainability efforts.

This study adds to the body of green sustainability literature by verifying the mediating effect of brand experience and brand trust in the relationship between green sustainability efforts and brand-related outcomes. The study clarifies the direct and indirect antecedents of brand affinity, brand satisfaction and purchase intention.

The purpose of this study is to answer the following questions: What factors influence attitude toward green brands among Pakistani millennials? Does attitude toward green brands affect purchase intention? Does gender moderate the effect?

Data was collected through an online questionnaire distributed through multiple academic and professional networks. The questionnaire was answered by 242 Pakistani millennials. SmartPLS was used to conduct partial least square-structural equation modeling analysis. The analysis was conducted using a two-stage protocol typically followed in SEM analysis. First, an outer model assessment was done to measure construct reliability and validity. This was followed by hypotheses testing in the inner model assessment. Moderating effects were tested using the multigroup analysis feature of SmartPLS.

The antecedent factors tested in this study are green brand skepticism, environmental consciousness and attitude toward green campaigns. Results show that these factors do influence a person’s attitude toward a green brand, which, in turn, influences his/her purchase intention regarding that brand. Marketers of green brands can use the factors outlined in this study to improve consumer attitudes toward their company and products. This study showed that women are more positively affected by green campaigns. Green campaigns in Pakistan may be more successful if directed at female millennials.

This study conveys helpful implications for marketing managers, as specific antecedents are found to be significant predictors of purchase intention for green brands. Companies should not let the fear of consumer skepticism stop them from advocating their green products and initiatives. Green marketing campaigns can inspire millennials to encourage their social groups to be environmentally conscious. By actively helping the environment, these consumers may feel a sense of pride for their cohort and their country. As a result, Pakistan might undergo a transition to buying green brands, adopting green lifestyles and demanding green products from non-green brands.

Most of the research on green marketing and branding for millennials pertains to developed countries. However, as roughly 90% of the global millennial population live in developing countries, it is important to conduct research in developing countries. This paper specifically focuses on Pakistan, a developing country in South Asia. A propensity toward environmental issues among millennials makes this study an important one, both for the Pakistani market and for generalizations in populated developing countries having a similar profile.

As Chinese Generation Z consumers have distrust over traditional advertising and marketing, this study focuses on user-generated content (UGC) travel apps to demonstrate the structural relationship among the expertise of amateur information publisher, interactive atmosphere, information quality, expectation confirmation, perceived trust, experiential satisfaction and switching intention.

This study carried out a questionnaire-based survey among Chinese Generation Z consumers and obtained 356 valid questionnaire copies that were analyzed with the structural equation.

The expertise of amateur information publisher and the interactive atmosphere of UGC travel apps have positive effects on perceived trust; expectation confirmation and perceived trust have positive effects on experiential satisfaction, and experiential satisfaction has negative effects on switching intention.

The results should encourage UGC travel app developers to use visual effects so as to achieve a higher quality of information, foster a cordial interactive atmosphere and enhance the expertise of information publishers by selecting the best candidate, thus spurring the design of marketing activities popular among the Chinese Generation Z consumers.

This study argues that new-generation consumers have their specific appeals and in the tourist market. It explores the UGC travel apps, which are popular among Generation Z consumers in order to deepen marketing personnel's understanding of the relationship among the expertise of amateur information publisher, interactive atmosphere, information quality, expectation confirmation, perceived trust, experiential satisfaction and switching intention.

In the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all over the world due to the growing awareness of the link between environmental catastrophes and unsustainable human activities. However, some aspects of green marketing, including green product experience, trust, satisfaction and loyalty, remain underexplored. This study aims to assess how green product experience and trust in green labelling influence perceived value, satisfaction and loyalty towards green products.

Partial least squares-structural equation modelling was used to analyse data collected from a survey of 578 consumers in Ghana.

The results indicate that consumers’ green product experience influences their green product satisfaction, perceived value and loyalty; and that consumers’ trust in green labelling influenced their green product satisfaction and perceived value.

This study contributes to the literature by providing useful insights into green product experience, trust in green labelling, green satisfaction and loyalty. The findings can assist brand and marketing managers in devising communication strategies that will generate the most beneficial perceived values of green products among targeted customers.

The study is among a few to examine the influence of green product experience and trust on perceived value, satisfaction and loyalty towards green products, particularly in the context of a developing economy.