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1 – 10 of over 24000
Article
Publication date: 12 July 2022

Jing A. Zhang, Shijiao Chen, Sara Walton and Sarah Carr

Consumer satisfaction towards a brand is one of a firm’s important performance outcomes. However, building a strong green brand to foster consumers’ satisfaction is often…

Abstract

Purpose

Consumer satisfaction towards a brand is one of a firm’s important performance outcomes. However, building a strong green brand to foster consumers’ satisfaction is often challenging for firms. Drawing on the dynamic capability and mechanism-enabling perspectives of ambidexterity. The purpose of this research is to explore mechanisms of perceived brand performance and green trust through which green brand ambidexterity acts as a facilitator of consumer satisfaction.

Design/methodology/approach

The hypothesized relationships were tested by both partial least squares structural equation modelling (PLS-SEM; symmetric approach) and fuzzy set qualitative comparative analysis (fsQCA; asymmetric approach) with data collected from a green consumer questionnaire survey in Hong Kong.

Findings

The results from PLS-SEM indicate that green brand ambidexterity affects consumer satisfaction through multiple mediating paths of perceived brand performance, green trust-consumer and the sequential integration of perceived brand performance and green trust. Results from fsQCA further reinforced these findings.

Research limitations/implications

The present research provides a nuanced understanding of how ambidexterity enhances consumer satisfaction in the context of a green brand by identifying multiple mechanisms.

Originality/value

There is a lack of research on how green brand ambidexterity affects green brand outcomes from the perspective of value creation for consumers. The present research fills this gap by providing more comprehensive explanations of mechanisms for green brand ambidexterity to facilitate consumer satisfaction. It also offers a better understanding of how the effects of green brand ambidexterity are viewed on a path-dependency that is aligned with the dynamic capability perspective of ambidexterity and how green trust forms a critical path to enable green brand ambidexterity and perceived brand performance to enhance consumer satisfaction.

Details

Journal of Consumer Marketing, vol. 39 no. 5
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 10 September 2021

Ying-Yi Deng and Yi-Chun Yang

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…

Abstract

Purpose

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.

Design/methodology/approach

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.

Findings

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.

Originality/value

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.

Details

British Food Journal, vol. 124 no. 5
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 13 July 2015

Patricia Martínez

This study aims to propose a hierarchy of effects model to study three antecedents of green loyalty: green trust, green satisfaction and green overall image, and to…

8800

Abstract

Purpose

This study aims to propose a hierarchy of effects model to study three antecedents of green loyalty: green trust, green satisfaction and green overall image, and to examine the relationships between these variables. At present, environmental issues attract the attention of academics and professionals around the world. In the hospitality industry, this interest is even greater because of the considerable quantities of water and energy consumed by hotel companies and because of the environmental degradation that this industry can cause with unmanaged growth and development. For this reason, several authors have proposed incorporating the green loyalty construct as a key variable in tourism theory and practice.

Design/methodology/approach

To test the proposed model empirically, personal surveys of hotel customers were conducted in Spain using a structured questionnaire. A structural equations model was developed to test the research hypothesis.

Findings

The findings show that green overall image has positive direct effects on green trust, green satisfaction and green loyalty. At the same time, they reveal that both green trust and green satisfaction have positive effects on green loyalty. In addition, green trust has a positive influence on green satisfaction.

Research limitations/implications

This research deals with the relationship between the variables of interest, without considering other antecedents and consequences. Thus, there is still a need to explore other mediating variables (e.g. willingness to pay more to stay in a green room, or commitment regarding environmental issues), as the explanatory power of this model could still be improved. In addition, given the role of green trust and green satisfaction as mediating variables of green overall image and green loyalty, this study recognizes the need for in-depth research into the enhancement of green trust and green satisfaction.

Practical implications

From a practical point of view, hoteliers and marketers working for a green hotel should develop a positive green overall image and enhance customers’ perceptions of green trust and green satisfaction. In particular, they should emphasize the importance of environmental issues to customers by promoting green campaigns. At the same time, hoteliers in a green context should create effective strategies to improve their hotel’s image.

Originality/value

Although existing research has investigated relevant aspects of customer trust, satisfaction, overall image and loyalty, these issues have not been discussed from a green marketing perspective. Apart from that, the main contribution of this paper is its exploration of the influence of green trust, green satisfaction and green overall image on green loyalty in a hospitality setting, following the framework of the hierarchy of effects model. By complementing previous studies on customer loyalty in the environmental context and exploring the relationships among these constructs, this study offers an assessment of how green marketing strategies in the hospitality industry increase green loyalty.

Details

International Journal of Contemporary Hospitality Management, vol. 27 no. 5
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 23 March 2012

Yu‐Shan Chen and Ching‐Hsun Chang

The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and…

28826

Abstract

Purpose

The purpose of this study is to develop an original framework to explore the influences of green perceived value and green perceived risk on green purchase intentions and to discuss the mediation role of green trust.

Design/methodology/approach

This study applies four original concepts – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an integral model to enhance green purchase intentions. In addition, this research employs an empirical study by means of the questionnaire survey method to verify the hypotheses and to explore its managerial implications. Structural equation modeling (SEM) is applied to verify the research framework.

Findings

The empirical results show that green perceived value would positively affect green trust and green purchase intentions, while green perceived risk would negatively influence both of them. Furthermore, this study demonstrates that the relationships between green purchase intentions and their two antecedents – green perceived value and green perceived risk – are partially mediated by green trust. Hence, investing resources to increase green perceived value and to decrease green perceived risk is helpful to enhance green trust and green purchase intentions.

Originality/value

This study summarizes the literature on green marketing and relationship marketing into a new managerial framework of green purchase intentions. It utilizes four novel constructs – green perceived value, green perceived risk, green trust, and green purchase intentions – to develop an original research framework to enhance green purchase intentions. Although past research has highlighted the relevant issues about purchase intentions, none explores it about green management. Therefore, this paper develops the research framework of green purchase intentions to fill the research gap.

Details

Management Decision, vol. 50 no. 3
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 1 February 2013

Yu‐Shan Chen and Ching‐Hsun Chang

This study aims to combine the literature on green marketing and relationship marketing into a new managerial framework of green trust. In addition, this study seeks to…

10436

Abstract

Purpose

This study aims to combine the literature on green marketing and relationship marketing into a new managerial framework of green trust. In addition, this study seeks to elaborate the relationships among green perceived quality, green perceived risk, green satisfaction, and green trust.

Design/methodology/approach

The research object of this paper focuses on Taiwan's consumers who have the purchase experience of information and electronics products. This study undertakes an empirical study by means of the questionnaire survey method. The questionnaires were randomly mailed to consumers who had the purchase experience of information and electronics products. Structural equation modeling (SEM) is applied to test the research framework.

Findings

The empirical results indicate that green perceived quality would positively affect green satisfaction and green trust, whereas green perceived risk would negatively influence both of them. In addition, this study points out that the relationships between green trust and its two antecedents – green perceived quality and green perceived risk – are partially mediated by green satisfaction. Hence, investing resources in the increase of green perceived quality and the decrease of green perceived risk is useful to enhance green satisfaction and green trust.

Originality/value

Although previous research has explored the relevant issues about trust, none highlights trust about green or environmental issues from the perspectives of perceived quality and perceived risk. This study proposes a research framework, which can help companies enhance their green trust via its three determinants: green perceived quality, green perceived risk, and green satisfaction.

Details

Management Decision, vol. 51 no. 1
Type: Research Article
ISSN: 0025-1747

Keywords

Article
Publication date: 16 March 2022

Nafia Sultana, Sanjida Amin and Azharul Islam

The purpose of this study is twofold. First, it aims to examine the influence of customers' green considerations in the form of perceived green knowledge and environmental…

Abstract

Purpose

The purpose of this study is twofold. First, it aims to examine the influence of customers' green considerations in the form of perceived green knowledge and environmental concern on their intention to stay at green hotels; and secondly, to explain the mediating role of green trust among the considered variables.

Design/methodology/approach

The study investigates green hotel visit perceptions of 213 customers of hotel industry of Dhaka, Bangladesh using Partial Least Square method. Data was collected using a standard structured questionnaire.

Findings

The findings display a significant positive influence of perceived green knowledge and green trust on customers' green hotel visit intention. Moreover, green trust mediates the relationship of green visit intentions with customers' green knowledge and environmental concern.

Practical implications

The study demonstrates that environmental knowledge and green trust make customers choose green hotels. The findings of the current study may assist the hotel business administrators to understand the underlying factors for choosing green hotels and adopting green practices in their business operations accordingly.

Originality/value

To the best knowledge of the researchers, the study is first to measure the mediating impact of green trust on the influential factors of customers' green hotel visit intention in Bangladesh. The result reveals how considered variables interact with each other to influence green hotel choice decisions.

Details

Asia-Pacific Journal of Business Administration, vol. 14 no. 2
Type: Research Article
ISSN: 1757-4323

Keywords

Article
Publication date: 14 May 2020

Dandan Wang, Thomas Walker and Sergey Barabanov

The purpose of this study is to suggest an approach to regain consumer trust after negative effects of greenwashing that draws corporations and consumers into a conflicted…

3649

Abstract

Purpose

The purpose of this study is to suggest an approach to regain consumer trust after negative effects of greenwashing that draws corporations and consumers into a conflicted relationship.

Design/methodology/approach

The authors collect and interpret qualitative data from in-depth interviews to develop a theoretical approach that enables the rebuilding of trust between greenwashing corporations and their consumers using the concept of psychological resilience.

Findings

This analysis indicates that the approach is an interaction between consumers with green brand loyalty and greenwashing corporations. This type of consumer demands emotional factors, functional factors and legitimate factors in the process of psychological resilience, and after greenwashing, corporations should select appropriate recovery strategies to stimulate these protective factors.

Originality/value

Previous research studied green consumer trust in the marketing field but did not explore the core of trust which was regarded as a cognitive process. This paper investigates green consumer behaviour under the perspective of psychological resilience and makes an innovative attempt to understand drivers of regaining consumer trust. Previous research works put forward a series of strategies related to regaining trust, but they did not discuss the mechanisms by which these strategies work. Using the method of grounded theory, we attempt to reveal the “black box” of consumers cognition after greenwashing and propose a strategy for regaining consumer trust.

Details

Journal of Consumer Marketing, vol. 37 no. 6
Type: Research Article
ISSN: 0736-3761

Keywords

Article
Publication date: 16 June 2022

Xiaohua Chen and Timothy J. Lee

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand…

Abstract

Purpose

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.

Design/methodology/approach

This study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.

Findings

The platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.

Research limitations/implications

The convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.

Practical implications

The OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.

Originality/value

This study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.

Details

International Journal of Contemporary Hospitality Management, vol. 34 no. 11
Type: Research Article
ISSN: 0959-6119

Keywords

Article
Publication date: 26 August 2021

Reza Salehzadeh, Maryam Sayedan, Seyed Mehdi Mirmehdi and Parisa Heidari Aqagoli

Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue…

Abstract

Purpose

Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue for marketing managers. One of the main reasons for this degree of importance is because of the many positive outcomes that green brand love will have for organizations. The purpose of this paper is to evaluate the effect of green brand image, trust and attitude on green brand love among Muslim consumers.

Design/methodology/approach

In this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 201 consumers of various automobile brands in Isfahan, Iran. Structural equation modeling is used to test the research hypotheses.

Findings

The findings show that green brand image has a significant direct effect on green brand attitude, love and trust. In addition, the results indicate that green brand attitude and trust have a significant direct effect on green brand love.

Practical implications

Considering the importance of the issue of automobility and environmental harm, this paper offers new insights to marketing managers of the automotive industry in Iran.

Originality/value

This study is among the first to explore the effect of green brand image, trust and attitude on green brand love.

Details

Journal of Islamic Marketing, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1759-0833

Keywords

Article
Publication date: 7 December 2020

Sanjida Amin and Md Touhiduzzaman Tarun

The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers…

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Abstract

Purpose

The purpose of this paper is to explore the effect of consumption values (such as functional value, emotional value and social value) on purchase intention of customers’ regarding green products and to examine the influence of green trust as a mediator.

Design/methodology/approach

Cross-sectional research design was considered where self-administered questionnaire was employed to collect data from the respondents. Both statistical package for social science (SPSS) and partial least square (PLS) method, a second-generation technique of structural equation modeling (SEM), were used as statistical tools for analyzing the model and for estimating the parameters.

Findings

Emotional value has paramount influence on green purchase intention whereas the other two dimensions of consumption values have insignificant impact on customers’ green purchase intention. Moreover, green trust has the most significant effect on customers’ green purchase intention and green trust showed significant mediating effect between three dimensions of consumption values and green purchase intention.

Practical implications

The findings of the current study may assist the organizations and business owners with the understanding of green consumption and business strategies designed to address the environmental issues. Marketers should emphasize on products functional benefits as well as products social and, most importantly, on emotional benefits to enhance customers’ environment-friendly behavior.

Originality/value

To the best of the authors’ knowledge, the study is the first to measure the impact of consumption values on green buying intention with the role of green trust as a mediator in Bangladesh. The outcome demonstrates how several variables interact with each other to influence green purchase intention.

Details

Social Responsibility Journal, vol. 17 no. 8
Type: Research Article
ISSN: 1747-1117

Keywords

1 – 10 of over 24000