Access the full text.
Sign up today, get DeepDyve free for 14 days.
F. Webster, R. Lusch (2013)
Elevating marketing: marketing is dead! Long live marketing!Journal of the Academy of Marketing Science, 41
W. Dubbink, J. Graafland, L. Liedekerke (2008)
CSR, Transparency and the Role of Intermediate OrganisationsJournal of Business Ethics, 82
Yi-Chun Yang, Xin Zhao (2019)
Exploring the relationship of green packaging design with consumers' green trust, and green brand attachmentSocial Behavior and Personality: an international journal
C. Fornell, D. Larcker (1981)
Evaluating structural equation models with unobservable variables and measurement error.Journal of Marketing Research, 18
J. Park, Deborah John (2009)
Got to Get You into My Life
D. Gefen, D. Straub (2004)
Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-ServicesOmega-international Journal of Management Science, 32
Michael Johnson, J. Ettlie (2001)
Technology, Customization, and ReliabilityJournal of Quality Management, 6
E. Tonder, S. Fullerton, L. Beer (2020)
Cognitive and emotional factors contributing to green customer citizenship behaviours: a moderated mediation modelJournal of Consumer Marketing, 37
J. Paul, A. Modi, Jayesh Patel (2016)
Predicting green product consumption using theory of planned behavior and reasoned actionJournal of Retailing and Consumer Services, 29
Michael Palanski, S. Kahai, F. Yammarino (2011)
Team Virtues and Performance: An Examination of Transparency, Behavioral Integrity, and TrustJournal of Business Ethics, 99
Yu‐Shan Chen (2010)
The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green TrustJournal of Business Ethics, 93
M. Vilanova, J. Lozano, Daniel Arenas (2008)
Exploring the Nature of the Relationship Between CSR and CompetitivenessJournal of Business Ethics, 87
Youjae Yi, Taeshik Gong, Hyojin Lee (2013)
The impact of other customers on customer citizenship behaviorPsychology & Marketing, 30
Dan Padgett, Douglas Allen (1997)
Communicating Experiences: A Narrative Approach to Creating Service Brand ImageJournal of Advertising, 26
Jinsoo Hwang, S. Lyu (2020)
Relationships among green image, consumer attitudes, desire, and customer citizenship behavior in the airline industryInternational Journal of Sustainable Transportation, 14
Antonino Vaccaro, Dalia Echeverri (2010)
Corporate Transparency and Green ManagementJournal of Business Ethics, 95
C. Moorman, G. Zaltman, Rohit Deshpandé (1992)
Relationships between Providers and Users of Market Research: The Dynamics of Trust within and between OrganizationsJournal of Marketing Research, 29
Elizabeth Minton, L. Kahle, Chung-hyun Kim (2015)
Religion and motives for sustainable behaviors: A cross-cultural comparison and contrastJournal of Business Research, 68
Shamindra Sanyal, S. Datta, A. Banerjee (2014)
Attitude of Indian consumers towards luxury brand purchase: an application of ‘attitude scale to luxury items’International Journal of Indian Culture and Business Management, 9
Journal of Consumer Research, 37
C. Flavián, M. Guinaliu, Eduardo Torres (2005)
The influence of corporate image on consumer trust: A comparative analysis in traditional versus internet bankingInternet Res., 15
Hung-Che Wu, Ching-Chan Cheng (2019)
What drives green persistence intentions?Asia Pacific Journal of Marketing and Logistics
Yu‐Shan Chen, Shyh-Bao Lai, C. Wen (2006)
The Influence of Green Innovation Performance on Corporate Advantage in TaiwanJournal of Business Ethics, 67
Yu‐Shan Chen, Shu-Tzu Hung, Ting-Yu Wang, A-Fen Huang, Yen-Wen Liao (2017)
The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand ImageSustainability, 9
P. Bansal, Geoffrey Kistruck (2006)
Seeing Is (Not) Believing: Managing the Impressions of the Firm’s Commitment to the Natural EnvironmentJournal of Business Ethics, 67
Jagdip Singh, Deepak Sirdeshmukh (2000)
Agency and trust mechanisms in consumer satisfaction and loyalty judgmentsJournal of the Academy of Marketing Science, 28
Nimisha Ruparelia, L. White, Kathryn Hughes (2010)
Drivers of brand trust in internet retailingJournal of Product & Brand Management, 19
S. Kalafatis, M. Pollard, R. East, M. Tsogas (1999)
Green marketing and Ajzen’s theory of planned behaviour: a cross‐market examinationJournal of Consumer Marketing, 16
J. Park, Deborah John (2011)
Got to Get You Into My Life: Do Brand Personalities Rub Off on Consumers?ACR North American Advances
Yung-Hsin Lee, Shui-Lien Chen (2019)
Effect of Green Attributes Transparency on WTA for Green Cosmetics: Mediating Effects of CSR and Green Brand ConceptsSustainability
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/approachThis 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.FindingsThe 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/valueThis 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.
British Food Journal – Emerald Publishing
Published: Mar 21, 2022
Keywords: Green attributes transparency; Green brand image; Green trust; Green customer citizenship behavior
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.