Abstract
ABSTRACT This study attempts to understand how green practices and green brand image affect trust, affective commitment, and active participation in social network sites (SNS). Using social exchange theory, social identity theory, and halo effect, the study proposes that green practices and green image will influence relational variables (trust and affective commitment) and active participation in SNS. The data collection was done from members of an online survey panel. We analyzed the data with SmartPLS 4. The study finding shows that green practices have a positive impact on green brand image. Green practices and green brand image are found to positively influence trust, affective commitment, and active participation in SNS. The study finds that affective commitment fully mediates the relationship between trust and active participation in SNS, highlighting the important role of affective commitment in spreading positive word-of-mouth.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
