Abstract
Environmental/green marketing has emerged as one of the dominant paradigms of marketing in recent years. However, aspects, such as internationalization, the development of artificial intelligence, and stress from growing global competitive forces, have brought about changes in the way leisure farms approach experiential marketing with a significant environmental focus. In this context, the concept of relationship quality offers an opportunity for environmental leisure farms to understand how green experiential marketing impacts consumers’ perceived value and the ongoing interaction relationship. This study adopts a comprehensive perspective that includes green experiential marketing and relationship marketing that leisure farms use in order to enhance customer loyalty, and analyzes the effect of a series of elements inherent to customer psychic or personal needs. Seven hundred fifty-four valid copies of questionnaire were adopted in total. To verify the proposed model empirically, a survey of customers of environmental leisure farms in Taiwan was conducted. Structural equation modeling is conducted to examine the research hypotheses. The findings show that, overall, green experiential marketing has positive direct effects on experiential value and experiential value has positive direct effects on trust, commitment, and satisfaction. At the same time, trust and satisfaction have positive effects on attitudinal and behavioral loyalty. In addition, attitudinal loyalty has a positive influence on behavioral loyalty.
Highlights
In the context of economic booms, people in urbanized environments are exposed to nonenvironmental, non-green, and unhealthy things and are trapped in an oppressive and tense situation
Some principles for sampling were set so as to accurately measure consumers’ perceptions of the variables in the study and improve external validity. It intends for investigation of consumers’ actual cognition to environmental leisure farms. Respondents are those who have been to environmental leisure farms, for those who have just been to general leisure farms may not have explicit expression of their feelings toward the importance of environmental protection; thereby, the effect of each variable on customer loyalty is impossible to measure
Previous studies have emphasized the significance of sustainability in intensely competitive markets
Summary
In the context of economic booms, people in urbanized environments are exposed to nonenvironmental, non-green, and unhealthy things and are trapped in an oppressive and tense situation. Measurement of variables could require differentiation based on the context (Hosany and Witham, 2010; Lemke et al, 2011; Maklan and Klaus, 2011), such as green experiential marketing. In this regard, green experiential marketing can be defined as that something environmentally friendly is added into a brand, product, or service, which brings consumers unforgettable experiential memories and enhances their sense of identity with the concept of environmental demands. This study explores the role that green experiential marketing plays in the sustainable development of environment and leisure farms from the perspective of green marketing
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