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1 – 10 of over 5000Joseph Lok-Man Lee, Vanessa Liu and Calvin Cheng
Unlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health…
Abstract
Purpose
Unlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health. In this study, the authors aim to propose and validate an integrative model using both advertising attitude factors and health beliefs to explain purchase intention and word of mouth in the context of green marketing. The authors focus specifically on collectivist consumers as values and social norms that tend to be more salient in driving their decisions.
Design/methodology/approach
The model was tested empirically using a survey study with 308 Chinese consumers in Hong Kong. The data were analyzed using confirmatory composite analysis (CCA) and partial least squares structural equation modeling.
Findings
All health beliefs were significant predictors of green advertising attitude. Green satisfaction fully mediates the relationship between green advertising attitude and positive word of mouth for products and services with green advertising for collectivist Chinese consumers. Meanwhile, green satisfaction partially mediates the relationship between green advertising attitude and purchase intention. In addition, green brand equity partially mediates the green advertising attitude–purchase intention/positive word of mouth link.
Practical implications
The significant impacts of health belief factors on green advertising attitude present important implications to advertising managers in terms of the use of information appeal in promoting green products/services. Green brand equity should also be developed in order to optimize green advertising effectiveness, especially in the context of collectivist customers.
Originality/value
This research is one of the first few studies investigating the mediating role of green satisfaction and green brand equity for collectivist consumer behaviors based on the health belief model (HBM).
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Navjit Singh, Kritika Gupta and Bharti Kapur
The purpose of this study is to examine the role of greenwashed word of mouth (GWWOM) originating from trickery and misleading green marketing practices on customer behavior. The…
Abstract
Purpose
The purpose of this study is to examine the role of greenwashed word of mouth (GWWOM) originating from trickery and misleading green marketing practices on customer behavior. The outcomes of this study are expected to contribute in the domain of responsible green marketing. The significance of this study lies in its ability to provide useful recommendations to marketers, policymakers and customers toward accomplishment of sustainable development goals through usage and adoption of environment-friendly products.
Design/methodology/approach
This study is primarily descriptive in nature, as it attempted to investigate the implications of customers' reactions toward greenwashed practices prevailing in the fast-moving consumer goods (FMCG) market. The information gathered through a self-administered online questionnaire was analyzed using Smart PLS software package to verify the proposed hypotheses. The consistency and validity of the measurement and structural models proposed were tested using inferential statistical procedures.
Findings
The results significantly confirmed the mediating role of GWWOM in shaping the relationship between green skepticism and shift in green behavior. It was verified from the results that customers’ futuristic behavioral patterns toward green products are negatively influenced by misleading and false claims of marketers through GWWOM communications.
Practical implications
The primary implications of this study are for marketers in understanding the role of GWWOM on organizations’ reputation. The policymakers may contribute by implementing appropriate changes in regulations to control greenwashed practices. Finally, customers may become more aware about the unethical marketing practices and act responsibly in the market place.
Originality/value
This study revealed an intriguing finding in the sense that customers, who feel cheated by erroneous and mislead green claims of the marketers, are expected to communicate their experiences through variety of channels. Therefore, it is very likely that they may influence others to change their behaviors while going for environmentally safe products and may have significant consequences on the sustainable consumer behavior.
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Rambabu Lavuri, Shilpa Kokatnur and Park Thaichon
The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and…
Abstract
Purpose
The study examines quick-commerce (Q-commerce) green initiatives' (GI') impact on consumer brand engagement by mediating [perceived value (PV) and environmental concern (EC)] and moderating (brand attitude).
Design/methodology/approach
The study gathered 458 surveys from recent Q-commerce shoppers, employing measurement and structural models alongside the PROCESS macro for data analysis.
Findings
The findings of the study indicate that (1) Q-commerce GI significantly affect PV, EC and directly impact customer brand engagement (CBE). The mediation analysis reveals that (2) PV positively influences EC and CBE; (3) EC has a favorable impact on CBE and (4) CBE positively affects brand attachment (Batta) and green-word of mouth (GWOM).
Originality/value
This study contributes to a deeper understanding of how Q-commerce's GI shape consumer brand engagement behavior. The insights provided can guide Q-commerce players and policymakers in the development and implementation of effective green practices.
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Rasoul Mehdikhani and Changiz Valmohammadi
This study aims to investigate the effects of green brand equity (GBE) on green brand attachment (GBA), green self-brand connection (GSBC), green brand attitude (GBAT) and green…
Abstract
Purpose
This study aims to investigate the effects of green brand equity (GBE) on green brand attachment (GBA), green self-brand connection (GSBC), green brand attitude (GBAT) and green word of mouth (GWOM). Moreover, the mediating role of three main factors, namely, GBA, GSBC and GBAT.
Design/methodology/approach
Through an in-depth review of the relevant literature, a conceptual model was developed and a questionnaire was designed. Out of 600 distributed questionnaires among customers of disposable tableware brands in Tehran, 265 questionnaires were returned. Data were analyzed for measuring the proposed model using the structural equation modeling technique.
Findings
The obtained results showed that GBE has positive impacts on GBA, GSBC, GBAT and GWOM. GBA, GSBC and GBAT have positive impacts on GWOM. Also, GBA, GSBC and GBA partially mediate the relationship between GBE and GWOM.
Research limitations
This study has been done in the context of Iran, so caution should be taken to generalize the results.
Practical implications
This study provides a clear insight for brand managers and marketers about the mechanism of enhancing green signals, which a brand can transfer to consumers through GBE. Also, the study suggests that companies should design their advertisement in a way that demonstrates the environmental responsibility of the brand and environmentally friendly features of products to increase consumer awareness of environmental concerns.
Social implications
The obtained results might increase green awareness among the people which is hoped other industries, particularly manufacturing ones make necessary efforts toward promoting the implementation of green manufacturing.
Originality/value
The results provide important environmental concepts in the field of green marketing and use sustainable development and signaling theories to enhance the attraction of disposable tableware in both business-to-business and business-to-consumer contexts. This study also adds a new concept of GSBC to the marketing literature.
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Paul Blaise Issock Issock, Mercy Mpinganjira and Mornay Roberts-Lombard
The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty…
Abstract
Purpose
The purpose of this paper is to examine the influence of consumption values, green customer satisfaction and customer trust in energy-efficient labels on green customer loyalty and positive word of mouth (PWOM) towards energy-efficient products, and how environmental knowledge moderates these relationships.
Design/methodology/approach
A quantitative research approach was followed using a cross-sectional design. Data were collected from 440 consumers in South Africa, who used electronic home appliances that have energy efficiency labels. A structural equation model and a multigroup analysis were used to test the hypothesised relationships.
Findings
The results revealed that consumption values partially influence green customer satisfaction, which, in turn, affect green customer trust and loyalty, and PWOM. Environmental knowledge only marginally moderates the relationships in the model.
Practical implications
Green marketing practitioners should work on improving green customer satisfaction, which is central to a sustainable green consumption lifestyle.
Originality/value
The theoretical contribution of this study is through the application of a multidimensional approach to testing the impact of consumption values on green customer satisfaction. Moreover, this paper provides greater clarity on the specific determinants of PWOM and examines the interplay between green customer loyalty and positive word of mouth towards green products. Furthermore, the moderating effect of environmental knowledge on the relationships in the proposed model is explained.
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Bharti Ramtiyal, Paras Garg, Shubha Johari, Ajay Pal Singh Rathore and Abhilash Thakrey
Sustainable manufacturing practices are excessively being practised in the industry today. The impact on sustainability is ever more visible to the stakeholders because of faster…
Abstract
Purpose
Sustainable manufacturing practices are excessively being practised in the industry today. The impact on sustainability is ever more visible to the stakeholders because of faster and more efficient communication due to social media and the internet. This paper aims to study the impact of greenwashing by corporations and the stakeholders’ environmental concerns on consumers’ sustainable purchase behaviour.
Design/methodology/approach
The relationships between the impression of “greenwash”, sustainable purchasing behaviour, green word-of-mouth and green brand loyalty were investigated in this quantitative study. Participants who made up a representative sample filled out written surveys. The variables of interest were evaluated using scales that have undergone validation. Structural equation modelling was used in mediation analysis to investigate the mediating impacts of green word-of-mouth and green brand loyalty. The goal of the study was to offer empirical proof of how these factors affected consumers’ choices for sustainable products.
Findings
Analysis of the mediating relationship of perceived customer effectiveness in the relationship between environmental concern and sustainable purchase behaviour has been studied.
Research limitations/implications
This study implicates that a company that primarily markets basic green and sustainable products or services must invest in informing people about environmental concerns and that by proper practices, a lot of the harm to the environment can be reduced.
Originality/value
Corporate greenwashing, also called false greening, has received much public attention recently. The unethical practices by the corporations, which previously majorly went unnoticed, have also recently gained a lot of visibility. This paper is one of the early attempts towards establishing the effect of corporate greenwashing on sustainable consumer behaviour.
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Irfan Hameed, Hamid Hussain and Kamran Khan
Consumer's environmental awareness and friendliness have been growing, and consumers are increasingly concerned about the impact of hotel operations on the environment. This study…
Abstract
Purpose
Consumer's environmental awareness and friendliness have been growing, and consumers are increasingly concerned about the impact of hotel operations on the environment. This study evaluated the effect of green practices on the customer's green word-of-mouth (GWOM) intention for hotels with environment-friendly operations.
Design/methodology/approach
The data have been collected from tourists by using the judgmental sampling technique, and a usable sample size of 257 respondents has been achieved. The data analysis has been performed using partial least squares-structural equation modeling (PLS-SEM).
Findings
There is a strong relationship between green practices adopted by hotels and the green image of hotels. This study also found that the green image of a hotel positively impacts consumer green satisfaction and green trust, and these two variables have significant influence over the GWOM.
Practical implications
The study can be helpful in the promotion of environmentally sustainable consumer behavior in response to a stimulus being generated by the marketers and policymakers.
Social implications
This study will further help society to share and discuss favorable information about environmental sustainability through GWOM.
Originality/value
The study investigated the effect of green hotels on GWOM approximately after one year of the COVID-19 outbreak. Hence, the results can ascertain to be the basis of the new policies of the hotels in post-COVID world.
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Victor Oluwafemi Olorunsola, Mehmet Bahri Saydam, Huseyin Arasli and Deniz Sulu
Sustainable tourism is becoming more popular all over the world. Eco-friendly (green) hotels are properties that are friendly to the environment and are becoming increasingly…
Abstract
Purpose
Sustainable tourism is becoming more popular all over the world. Eco-friendly (green) hotels are properties that are friendly to the environment and are becoming increasingly popular among green travellers. Electronic word-of-mouth is a technique of communicating with consumers in order to share their experiences, and it is a significant marketing tool for hotels. This paper aims to identify the main themes shared in online reviews by tourists visiting eco-friendly hotels, and which of these themes were associated with satisfaction and dissatisfaction ratings.
Design/methodology/approach
The research used qualitative content analyses to analyse 1,202 user-generated content of the top 10 hotels in UK shared by guests on an online platform.
Findings
The analyses revealed nine themes in descriptions of airline travel experiences. These are “hotel amenities”, “services”, “location”, “staff”, “eco” (eco-friendly activities), “value” and “recommend/revisit” (intentions). Negative comments are associated with the “bathroom”, “mattress”, “water”, “bed”, “price”, “shower”, “Wi-Fi” and “restaurant” concepts.
Originality/value
This study differs from previous research in which it aims to address a void in the literature on the shortcomings of research focused on finding the dominant themes expressed in online reviews by tourists visiting eco-friendly hotels, and it does so using data mining approach.
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Wai Ming To and Vincent W.S. Leung
Restaurant dining is an important part of people's live, and the restaurant industry is one of the largest industries in the hospitality sector. Thus, this study explores the…
Abstract
Purpose
Restaurant dining is an important part of people's live, and the restaurant industry is one of the largest industries in the hospitality sector. Thus, this study explores the effects of restaurant diningscape on customer satisfaction and word of mouth.
Design/methodology/approach
Based on a literature review on restaurant servicescape and special functions of dining spaces, diningscape was conceptualized as a multidimensional construct. Data were collected from 378 restaurant patrons using snowball sampling in Macao, China. The validity and reliability of constructs were assessed using confirmatory factor analysis. Structural equation modeling was used to validate the proposed hypotheses between constructs.
Findings
Results showed that diningscape has a second-order factor structure consisting of five dimensions, namely food and drinks, service quality, servicescape, social functions and soundscape. Diningscape positively influences customer satisfaction and word of mouth.
Practical implications
Social function is the dominant factor of diningscape while female customers are more sensitive towards food and drinks, service quality, servicescape and soundscape. Thus, restaurants should not overcrowd their premises. Additionally, restaurants must strive to provide a wide variety of food and drinks, show service intimacy and be decorated specially with appropriate sonic environment as female customers can have a big influence on where to dine.
Originality/value
The study reveals that diningscape is multidimensional and shall be characterized in a holistic manner. Additionally, it helps restaurant managers to focus on the more important features, such as social functions, and food and drinks that customers value most.
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Rashed Al Karim, Md Karim Rabiul and Sakia Kawser
The present research investigates the effects of green supply chain management (GSCM) practices on customer behavioural intentions (e.g. word of mouth [WOM], willingness to pay…
Abstract
Purpose
The present research investigates the effects of green supply chain management (GSCM) practices on customer behavioural intentions (e.g. word of mouth [WOM], willingness to pay [WTP] and revisit intention [RI]) and the mediating role of customer satisfaction (CS) in the hospitality industry in Bangladesh.
Design/methodology/approach
The authors applied a convenience sampling approach to distribute questionnaires and collect opinions from 404 customers who stayed in Bangladesh's five- and four-star hotels. SmartPLS was applied to examine the proposed hypothesised model.
Findings
GSCM practices have positive and significant impacts on CS and behavioural intentions of customers' WOM, WTP and RI. Additionally, CS mediates the association between GSCM practices and three behavioural intentions.
Practical implications
To boost their hotel's financial performance, hoteliers should allocate more resources to improving environmental sustainability practices in supply chain management.
Originality/value
This study's novel contribution to the literature rests in the findings regarding the mediating effect of CS. This adds value to the theory of planned behaviour. Another unique contribution of this study is that it combines three behavioural intentions (willingness to pay, RI and WOM).
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