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This paper aims to test the relationships among the experiential quality dimensions, the green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green bed & breakfast (B&B) context.

The data used in this study are based on a sample of 517 customers staying at one green B&B in Yilan County of Taiwan. The predicted relationship is tested using structural equation modeling.

The empirical findings reveal the following: five dimensions (peer-to-peer quality, physical environment quality, outcome quality, venue quality and administration quality) constitute a multidimensional model to conceptualize and measure perceived experiential quality that can achieve green experiential satisfaction in addition to environmental friendliness; environmental friendliness has a direct influence on green trust and green experiential satisfaction, which has a positive significant influence on green support and green desire; and green trust, green experiential satisfaction and green support contribute to green experiential loyalty.

To increase the perceptions of experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty, the findings of this study will help green B&B management develop and implement market-orientated service strategies.

This paper provides data that result in a better understanding of the relationships among experiential quality dimensions, green relationship quality dimensions, environmental friendliness, green support, green desire and green experiential loyalty in a green B&B setting.

This study aims to present and empirically examines an expanded service model that incorporates green hotel practices together with a multidimensional/higher-order measurement model of service quality, as well as perceived value and satisfaction, to examine the relationships among these variables and hotel consumers’ loyalty/behavioral intentions (BI).

The model was examined using partial least squares structural equation modeling (PLS-SEM) using data gathered in August 2018 from 200 surveys completed by UK subjects who stayed at upscale European hotels.

The results of PLS-SEM found that hotel service quality has a direct and positive effect on perceived value, satisfaction and BI. There is also an indirect effect of service quality on BI through perceived value and satisfaction, while green practices only had a direct effect on perceived value, not satisfaction or BI.

This study offers new insights into the network of causal relationships among determinants of hotel consumers’ BI. The results offer hotel operators a better understanding of specific green practices and service quality attributes they can use to more favorably influence consumers’ intentions to revisit the property and recommend them through positive word-of-mouth.

This research is particularly relevant in today’s reality characterized by travelers’ growing concern for green issues and business’ responsibilities toward the environment. Moreover, unlike previous studies, this study assumes a multidimensional scheme for service quality, further enhancing the understanding of hotel consumers’ BI relationships.

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.

The study aims to develop and test a relationship-building model for green brands. It synthesizes findings on the consumer motives offered by green brands, with relationship marketing and branding literature to the specific context of green brands to build a parsimonious model testing the links amongst four relational benefits, i.e. confidence, socialization, self-expression and altruism; two relational mediators, i.e. satisfaction and relationship quality; three behavioural outcomes, i.e. word-of-mouth, expectation of continuity and cross-buying; and two moderators of the benefits-mediators relationship, i.e. environmental consciousness and relationship length.

Data are collected from consumers of three brands of natural cosmetic products, totalling 848 questionnaires. Structural equation modelling is used to test the hypothesized relationships across the three brands.

The results show that confidence benefit has the strongest influence on relationship quality, followed by self-expression and altruism. Relationships quality and satisfaction with the green brand have a significant impact on all three behavioural outcomes. Both environmental consciousness and length of the relationship moderate the hypothesized interrelationships.

A new set of relational benefits for the green context is suggested. Several future research opportunities are suggested.

The study offers suggestions for managers to leverage relationship benefits for relationship strengthening.

No previous work has studied in an integrated way the relationship benefits and mediators to model the consumer–green brand relationship. The study provides a better understanding of the antecedents of consumer loyalty towards green brands.

The purpose of this study is to examine the influences of green entrepreneurial orientation (GEO) and green relationship quality (GRQ) on green service innovation (GSI).

The authors mailed 1,898 questionnaires to the sampled companies. Ultimately, 207 companies participated in the authors’ study. This resulted in a valid sample of 542 hotel managers.

The research results indicate that GEO improves GRQ and GSI. Furthermore, GRQ positively affects GSI and mediates the relationship between GEO and GSI.

The authors’ study enhances the quality of nature and highlights the mediation role of GRQ.

Firms can create and establish GRQ to enhance their GSI.

The authors’ study shows that environmentally friendly firms can enhance natural locations and conditions of natural resources.

This study aims to develop a context-specific model of GEO for hospitality managers.

本论文旨在研究绿色创业倾向和绿色关系质量对于绿色服务创新的影响。

本论文采用邮寄问卷采样形式, 向采样公司共寄出1898份问卷。最终, 207家公司参与本研究项目。有效样本数量为542份来自酒店经理人的问卷。

绿色创业倾向对于绿色关系质量和绿色服务创新有着促进作用。此外, 绿色关系质量积极地影响绿色服务创新, 并且对于绿色创业倾向和绿色服务创新有着中间变量的作用。

本论文对提高自然质量有着促进作用, 并且着重说明了绿色关系质量的中间调解作用。

公司能够通过创造和建立绿色关系质量的手段来提高他们的绿色服务创新。

本论文以特定背景为基础, 建立了一个针对酒店经理人的绿色创业倾向的模型.

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.

The purpose of this paper is to explore the structural relationship between green persistence intentions and their seven drivers – green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love and green need for cognition in a green hotel context.

The data used in this study were based on a sample of 589 customers staying at one green hotel in New Taipei City of Taiwan. The predicted relationship was tested using the structural equation modeling and the hierarchical regression analysis.

The results indicate that green perceptual evaluation, green co-creation and green experiential memorability influence green experiential satisfaction. Green passionate love is influenced by green experiential satisfaction. Green need for cognition moderates the effect of green experiential satisfaction on green persistence intentions. Green persistence intentions are influenced by green experiential satisfaction and green passionate love.

To increase green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love, green need for cognition and green persistence intentions, the study findings will help green hotels to develop and implement market-orientated product and/or service strategies.

This paper provides data that lead to a better understanding of the relationships among green authenticity, green perceptual evaluation, green co-creation, green experiential memorability, green experiential satisfaction, green passionate love, green need for cognition and green persistence intentions in a green hotel context.

Departing from the spirit of environmental concern, this study aims to connect green practices of Islamic banking with green customer loyalty, both directly and through the role of green trust, green perceived value and green satisfaction.

In responding to the research hypothesis, this study analyzed 341 customer questionnaires using the structural equation modeling-partial least squares method.

This study found that a solid green practices program directly makes customers loyal to Islamic banks. It also discovered an indirectly convincing relationship between green practices and green loyalty through the mediation path of green satisfaction and less convincing through the mediation path of green perceived value and green trust.

Practically, this study highlights the importance of green practices innovation and the development of green practices programs that please customers because these programs can generate their loyalty toward the Islamic banking industry.

To the best of the authors’ knowledge, this study is the first to investigate the relationship between green practices and the green loyalty of customers in the Islamic banking industry.

This study aims to examine the effect of green human capital readiness on business performance in the green economy era. This study also focuses on investigating whether the relationship is mediated by green market orientation and green supply chain management.

This is a quantitative study using the data of 182 manufacturing small and medium-sized enterprises in East Java, Indonesia. Data are collected using an online survey. A multiple mediation research framework is employed, and partial least squares structural equation modeling is used to test the hypotheses.

The findings demonstrate the following important results. First, green human capital readiness affects business performance. Second, green market orientation partially mediates the effect of green human capital readiness on business performance. Third, green supply chain management partially mediates the effect of green human capital readiness on business performance. Fourth, green market orientation and green supply chain management sequentially mediate the green human capital readiness-business performance relationship.

This study limits its sample to the small and medium-sized enterprises in East Java, Indonesia. Thus, caution must be applied when generalizing to other types of organizations and different regions. The results confirm the resource-based view and sustainability theory in explaining the antecedents of business performance in the era of the green economy which are useful for future researchers and students who are interested in studying human capital, market orientation, supply chain management and business performance.

This study has the following practical implications. First, it implies that the owners/managers of small and medium-sized enterprises need to properly develop their green human capital readiness because they play a strategic role in driving green market orientation, improving green supply chain management and enhancing business performance. Second, it provides useful information to policymakers to make better decision-making in developing environmentally friendly companies.

This study is a response to calls for studies on the antecedents of business performance in the green economy era. It provides empirical evidence for the development of resource-based view and sustainability theory by employing the new construct of green human capital readiness, which has been rarely investigated in previous studies. It also employs a multiple mediation research framework that provides a more comprehensive understanding by including green market orientation and green supply chain management. It also provides empirical evidence in the research setting of small and medium-sized enterprises in Indonesia as an emerging market.

The paper examines the role of green knowledge and green attitude in purchasing behavior of the youth in Ghana. This study focuses on investigating how green value and green trust mediates the relationship between green knowledge and green attitude and purchase behavior of the youth in Ghana.

A quantitative approach was used. A total of 417 respondents were selected using convenient sampling method. Respondents were selected at leading shopping malls (grocery stores) in Accra the national capital of Ghana. Data was analyzed using the partial least square (PLS). Structural equation modeling (SEM) was used to investigate the relationship among the variables.

The findings indicate that there is a positive and significant relationship between green knowledge and purchasing behavior and also that there is a positive and significant relationship between green attitude and purchasing behavior. The findings revealed further that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does. The findings suggest that green value is more important in purchasing decision of the youth in Ghana than trust.

Research is essentially cross-sectional and longitudinal studies and can validate findings in the long term. The researchers admit that this research work which is carried out only in Ghana cannot be used to generalize an assumption for the entire youth in Africa and beyond. The sample size could be improved and the study could be conducted in other African countries for the purposes of comparison.

Business managers who are interested in sustainability of their firms and society at large can be guided by this insight that green knowledge and attitude influence purchase decisions of the youth. The findings that green trust do not mediate the relationship between green knowledge and purchasing behavior but green value does will guide managers on marketing and communication strategies especially toward the youth.

The model argues that the youth purchasing behavior is influenced by green knowledge and attitude. The model suggests that that green value is more important in purchasing decision of the youth in Ghana than trust. The model further points out that green trust do not mediate the relationship between green knowledge and purchasing behavior.