Factors affecting perceived sustainability of green-influencers

PurposeThis study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of transformative service research (TSR). The research also aims to explain how brand loyalty moderates the mediated effect of brand awareness and attitude in the context of social and environmental sustainability initiatives.Design/methodology/approachUsing both primary and secondary data sources from 31 prominent service companies and their 6,891 customers, this paper investigates the impact of sustainability practices and brand awareness on customer attitude. The paper also examines the moderated mediation effect of brand loyalty, explaining how it alters brand attitudes in the context of sustainability implementation. Finally, the study conducts a comparative analysis of how environmental and social shape brand attitudes in loyal customers.FindingsSustainability implementation has a negative impact on both brand awareness and customer attitude. However, this negative influence is mitigated for highly brand-loyal customers, resulting in a positive brand attitude. Further, the comparative analysis reveals that social implementation positively influences brand attitude in high-loyalty contexts.Research limitations/implicationsThis research uses subjective judgments of researchers regarding companies’ sustainability practices, combining them with customer attitudes gathered through survey questionnaires. Additionally, the data set comprises data from 31 large service companies, potentially limiting the generalizability of findings to large service companies. Nevertheless, this paper extends TSR into the realm of sustainability and branding.Practical implicationsThe positive outcomes of sustainability implementation practices are most pronounced when customer loyalty toward a brand is strong. Social implementation has a more potent effect on brand attitude, particularly among loyal customers. Companies can tailor their sustainability efforts more effectively.Originality/valueWith the lens of TSR, this research deepens our understanding of how sustainability affects consumer psychology but also offers a methodological advancement by using advanced statistical models and a variety of data sources. The distinctiveness of this research is also highlighted in the examination of how environmental and social sustainability initiatives influence brand attitude, especially among customers who exhibit strong brand loyalty.

PurposeThis paper aims to examine the role of social media communication, tourist satisfaction and destination brand equity components in enhancing destination brand equity based on the Stimulus – Organism – Response (S-O-R) theory.Design/methodology/approachThe conceptual model and research hypotheses were assessed using covariance-based structural equation modeling (SEM). An online survey was used to collect data from 369 domestic tourists who had traveled to Danang and knew about content related to Danang generated by either DMOs or other users on social media.FindingsExcept for the effect of DMO-generated social media communication on tourist satisfaction and the impact of destination brand awareness on destination brand loyalty, the findings confirmed the sequential causal relationships between research concepts based on the S-O-R model.Research limitations/implicationsFuture research should explore the proposed model based on comparisons of different nationalities to better understand the impact of cultural factors.Practical implicationsDMOs should associate social media with their marketing strategies to enhance destination brand equity, using cutting-edge technologies to create content and update information in a significant way to make communications by DMOs more effective. The findings especially suggest that UGC plays a vital role in improving brand equity dimensions, so DMOs could exploit UGC to engage existing customers and build relationships with potential customers. This research provides guidance for DMOs to improve their brand equity based on social media.Originality/valueThis study has contributed to the destination marketing literature by applying the S-O-R theory to propose a pathway for effectively increasing destination brand equity and highlight the importance of social media communication as a driver to achieve a hierarchical relationship between destination brand equity components and tourist satisfaction from stimulus to organism (e.g. cognition to affect).

The purpose of this empirical study is to discover the relationship between parasocial relationship (PR) and purchase intention (PI); as well as the relationship between PR and brand attitude (BA), through the mediating effects of perceived influencer credibility (PIC) and brand trust (BT), in the Chinese food industry based on Stimulus-Organism-Response (S-O-R) model. The study applied non-probability convenience sampling and gathered responses from 428 respondents (268 respondents in the high PR group and 160 in the low PR group). For quantitative data analyses, the study used IBM SPSS 27.0 and AMOS 28.0. Findings revealed that, first of all, a high PR compared to a low PR leads to a higher PI and a higher BA. Second, a high PR leads to a higher PIC as well as a higher BT. Third, both the mediators, PIC and BT, have significant positive correlations with both the dependent variables, PI and BA. Next, it was identified that PIC partially mediates the positive relationships between PR and PI, as well as between PR and BA. Finally, BT was also identified to have partial mediations in the positive relationships between PR and PI, as well as between PR and BA. The contribution of this research is to offer a new insight into the concept of PR and the mediating mechanisms of PIC and BT in the Chinese food industry. In addition, this study extends the current S-O-R framework by incorporating the proposed PIC and BT as two mediators that play pivotal roles in driving PI and BA on Xiaohongshu (RED) platform. This is the very reason why the identification of what distinguishes Xiaohongshu from more globally dominant social media places it at the heart of identifying and emphasizing the cultural and contextual features of this platform, delivering tangible insight for marketers pursuing how trust and authenticity work in social commerce. It contributes to the rather small but growing literature around the realm of influencer marketing on social commerce, therefore, adding to one of its areas of understanding platform-specific consumer behavior.

This research examines the impact of Environmental Corporate Social Responsibility (ECSR) on green purchase intention in Vietnam’s emerging electric vehicle (EV) market. While global EV adoption is increasing, there is limited research focusing on developing markets, particularly in Vietnam. This study aims to address this gap by exploring how ECSR influences consumer trust, brand commitment, and purchase intentions within this context. The study adopts the Stimulus-Organism-Response (S-O-R) theory, using a quantitative survey approach. Data was collected from 302 participants, with key constructs - ECSR, green brand trust, affective brand commitment, and green purchase intentions - measured on a 7-point Likert scale. Partial least squares structural equation modeling (PLS-SEM) was used to test the hypotheses. The findings reveal that ECSR positively impacts both green trust and brand commitment, which subsequently enhance green purchase intentions. Additionally, trust and commitment play significant mediating roles in the relationship between ECSR and purchase intentions. This study contributes to the understanding of the socio-psychological mechanisms driving green consumerism in developing markets. Practically, it provides insights for EV manufacturers and policymakers to develop effective marketing and sustainability strategies, while also offering a foundation for future research on cultural and technological factors in the EV sector.

This study integrates the research model developed by Ng et al., (2014), Chen (2010), and Bekk et al., (2016) and aims to analyze the antecedent and impact of green brand equity on Honda motorcycle with Programmable Fuel Injection (PGM-FI) technology in Surabaya. A theoretical model with hypothesized relationships is developed consisting of nine latent constructs: perceived quality of a brand, brand credibility, green brand image, green brand perceived value, green satisfaction, green trust, green brand equity, brand attitude, and positive word of mouth communication. The method used to collect the data in this study is distributing questionnaire to 260 respondents who meets the sample characteristics that have been determined. Later, the method used to test the validity and reliability of the data is SPSS 18.0 software and the method used to test the hypotheses is Structural Equation Modeling using Lisrel 8.80 software. The results show that brand credibility, green brand perceived value, and green satisfaction have positive influence on green brand equity, thus having role as the antecedents. On the other hand, green brand image and green trust have no influence on green brand equity. Furthermore, the results show that green brand equity has positive influence on brand attitude and positive word of mouth communication, where the positive influence of green brand equity on positive word of mouth communication can be also through mediation of brand attitude. Thus, brand attitude and positive word of mouth communication are impacts of green brand equity.

BackgroundIn the context of increasingly prominent global environmental issues, green consumption has gradually become an important component of sustainable development strategies. However, the mechanism through which green advertising, as a key medium for conveying environmental protection concepts, influences organic food purchase intention has not been systematically explored. This study focuses on how green advertising influences organic food purchase intention through the psychological and behavioral processes of consumers.MethodsBased on the Stimulus-Organism-Response (SOR) theory, this study constructs a relationship model between green advertising receptivity, green perceived value, green trust, and organic food purchase intention. Empirical data were collected through a questionnaire survey of Chinese consumers, and SPSS and AMOS software were used for data analysis to validate the applicability of the research model and test the hypotheses.ResultsA total of 447 valid samples were collected, and the measurement tools were found to be reliable and valid. The model fit indices indicated a good fit, adequately explaining the relationships between the variables. All research hypotheses received significant support, showing that green advertising receptivity has a significant direct effect on organic food purchase intention, as well as a significant indirect effect through green perceived value and green trust.ConclusionGreen advertising receptivity influences consumers’ purchase intention for organic food through the dual mediation mechanisms of green perceived value and green trust. This study provides theoretical support for the field of green advertising and consumer behavior and offers practical references for businesses to optimize green marketing strategies, enhance consumer trust, and foster value recognition.

Drawing on the Stimuli-Organism-Response (SOR) model, this research explores how consumers’ perceptions of green brand innovativeness promote their green word-of-mouth (WOM) intention. Also, this study investigates the impact of two mediating variables (green competence enhancement and green trust) as well as a moderating variable (green knowledge) on the process above. We conducted a moderated mediation analysis on a sample of 826 participants from China to test our proposed hypotheses. The findings indicate that consumers perceived innovativeness of green brands reinforces green WOM intention directly and indirectly through green competence enhancement and trust. The findings also suggest that the presence of green knowledge influences the direct and indirect association between green brand innovativeness and green WOM by means of enhancing green competence and fostering green trust. These findings address the process of eco-friendly innovation from the perspective of consumers and highlight the significance of identifying factors that moderate the mediated path between the perceived innovativeness of green brands and green WOM intentions. Hence, to enhance consumers’ intention to spread positive green WOM, organizations should devote resources to offering fresh and valuable solutions to meet their needs, boost their self-efficacy and trust in eco-friendly brands, and improve their knowledge.

Green image and consumers’ word-of-mouth intention in the green hotel industry: The moderating effect of Millennials

This research note argues that while the Stimulus – Organism – Response (S-O-R) model has provided a foundational framework for understanding behaviour in tourism and related fields, it remains conceptually limited when applied without consideration of an individual's goals in the context being studied. This manuscript critiques the S-O-R model for assuming that external stimulus causes an emotional response, and that all individuals respond homogeneously to this stimulus. Drawing on Cognitive Appraisal Theory (CAT), it proposes that an organism’s responses are shaped not by the stimulus itself, but by the appraisal of its congruence with a person’s goals in the context. Therefore, this research note contributes to tourism research as the first study to integrate the S-O-R framework with CAT by addressing the need for its goal-driven reconceptualisation and outlines directions for future research to incorporate goals more explicitly into S-O-R-based models in tourism and related fields. Areas for future research are outlined, including the development of a tourist goals typology, and improved methods for measuring them.

This study explores the influence of perceived product quality and price on consumer ethnocentrism, brand attitude, and brand love among urban female consumers of local fashion brands in Indonesia. The Stimulus–Organism–Response (SOR) framework was employed to analyze data from 400 respondents using partial least squares structural equation modeling (PLS-SEM) and multi-group analysis to assess generational differences. The findings of the study indicate that perceived price exerts a substantial influence on consumer ethnocentrism and brand attitude, particularly among Generation Z. The influence of perceived product quality on ethnocentrism has been observed to vary across both age cohorts, with the impact being more pronounced among Generation Z. The relationship between consumer ethnocentrism, brand attitude, and brand love has been demonstrated to be significant, with consumer ethnocentrism and brand attitude exhibiting a strong predictive capacity for brand affection. These results underscore the significance of cognitive stimuli in shaping emotional brand responses and underscore the necessity for generation-targeted strategies in local brand marketing.

Purpose This study applies the Stimulus-Organism-Response (S-O-R) model to investigate how perceived green value, green satisfaction and green trust influence tourists’ visit intentions and willingness to pay a premium for green hotels. Additionally, it explores the moderating roles of environmental concern and green self-identity. Design/methodology/approach Structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) were used to analyze survey data from 422 tourists who had stayed at green hotels in Thailand. Findings The findings indicate that perceived green value significantly enhances both green satisfaction and green trust, which in turn positively affect visit intentions and willingness to pay a premium. Environmental concern was found to moderate the effects of green satisfaction and green trust on visit intentions, while green self-identity moderated the link between green satisfaction and visit intentions. The fsQCA results reveal multiple causal pathways to tourist loyalty, emphasizing that no single factor alone is sufficient. Practical implications The study offers practical insights for green hotel managers to foster consumer satisfaction and trust, ultimately encouraging repeat visits and price tolerance for eco-friendly services. Originality/value This study is among the first to integrate the S-O-R model with both individual difference moderators and a hybrid SEM–fsQCA approach. By doing so, it provides novel insights into both linear and configurational determinants of tourist loyalty – advancing theoretical understanding and offering actionable strategies for green hotel managers.

Greenwashing—the practice of misleading or exaggerating environmental claims—has become pervasive in marketing, often eroding green trust, or consumers’ confidence in genuine sustainability efforts. This review synthesizes recent literature on how consumers perceive greenwashing versus authentic green marketing and how their trust and behaviors respond. We draw on key empirical and theoretical studies (2013–2025) to delineate definitions of greenwashing and green trust, examine psychological and contextual mediators (e.g., consumer skepticism, confusion, perceived risk, corporate reputation), and assess impacts on purchase intentions and brand equity. The consistent findings show that perceived greenwashing increases consumer confusion and perceived risk, which undermines trust and brand attitudes. Greenwashing detection triggers skepticism and negative word-of-mouth. Conversely, strong environmental knowledge, transparent communication and third-party certifications can bolster green trust. This review also outlines key strategies for rebuilding trust after greenwashing, such as apology campaigns and transparent, data-backed green claims. Regulatory developments like the EU Green Claims Directive are also shaping corporate accountability. Across sectors, greenwashing consistently weakens consumer trust and loyalty, reinforcing the need for genuine and credible sustainability communication.

Research into ecotourism behavior in China through meaningful gamification offers a promising strategy for enhancing sustainable tourism practices. With the rapid growth of China’s ecotourism sector, understanding and influencing visitor behaviors is crucial. This study focuses on meaningful gamification elements—exposition, information, engagement, and reflection—as a technique to nurture positive intentions towards ecotourism behavior, increase environmental awareness, educate tourists, and promote sustainable practices in an interactive way. Aligning with China’s technological and sustainability goals, this research introduces the Meaningful Gamification Elements for Ecotourism Behavior (mGEECO) model. This model is analyzed using Structural Equation Modeling (SEM)–Partial Least Squares (PLS) to test hypotheses related to the relationship between gamification elements and ecotourism intentions, grounded in Stimulus–Organism–Response (SOR) theory. The findings show that meaningful gamification significantly enhances positive intentions towards ecotourism by improving Environmental Attitude, Awareness of Consequences, and Ascription of Responsibilities. In conclusion, this approach raises awareness of sustainability practices and fosters a sense of responsibility, potentially leading to a more balanced and responsible ecotourism industry in China, benefiting both the environment and local communities while enhancing visitor experiences.

PurposeThe purpose of this study is to adopt stimulus-organism-response (S-O-R) theory to reveal the impact of electronic word-of-mouth (eWOM) on buying intentions of young consumers in the presence of hedonic brand attitude (HBA) and utilitarian brand attitude (UBA) as mediators, among smartphone customers in the context of brand fan pages in Facebook.Design/methodology/approachThe paper uses a single cross-sectional design to survey a sample of 326 young online customers present in leading smartphone brand fan pages on Facebook in India. A structured questionnaire was used to collect data and replies were recorded on a Likert scale (five-point). The data was subjected to structural equation modelling for model and hypotheses testing.FindingseWOM has a significantly positive influence on the buying intentions of the young. Both HBA and UBA partially mediate the influence of eWOM on buying intentions.Research limitations/implicationsThe study examines only the personal-oriented functions of attitude and does not investigate the role of social dimensions of attitudes. Its scope is confined to smartphones in the consumer electronics segment and only Facebook among social networking sites.Practical implicationsA theoretical contribution to eWOM literature is made by studying it under the lens of S-O-R theory and functional theory of attitudes. Measurement of two different dimensions of attitude, i.e. hedonic and utilitarian, may facilitate managers to comprehend the source of variance in consumers’ decision-making behaviour in the online context.Originality/valueThe only study to explore brand attitude as a mediator in its multi-dimensional form, in the context of social eWOM.

Green consumption is the main driving force for sustainable economic growth and the main factor for the high-quality economic development of various countries. Based on the S-O-R (stimulus-organism-response) theory, this paper constructs a conceptual model of green purchase intention with government support as an independent variable, green trust as an intermediary variable, and green purchase intention as a dependent variable. An empirical analysis has been carried out. The research shows that the government's material, informational, and emotional support all have a positive impact on consumers' green trust, and green trust plays a mediating role between government support and green purchase intention.