Green Satisfaction Research Articles

Value co-creation in sustainable express delivery: intergenerational perspectives

PurposeThe express delivery industry faces challenges engaging consumers in sustainable practices. This study explores how sustainable service quality affects corporate loyalty, mediated by value co-creation (VCC) and green customer satisfaction. It also scrutinizes low-carbon knowledge as a moderator and investigates variances in VCC outcomes between Generation Y and Generation Z consumer groups.Design/methodology/approachAn empirical study involves a scenario experiment and a questionnaire answered by 596 Chinese consumers in 2023. Partial least squares structural equation modeling (PLS-SEM) tests proposed relationships. Regression analysis examines the chain mediating effect of VCC and green satisfaction, while group analysis assesses intergenerational differences.FindingsSustainable service quality positively influences consumer VCC, which in turn impacts customers’ green satisfaction and corporate loyalty. VCC and green satisfaction act as intermediaries between sustainable service quality and corporate loyalty. Low-carbon knowledge positively moderates sustainable service quality's impact on VCC. Generation Y and Generation Z show differences in the relationship between VCC and loyalty.Practical implicationsExpress delivery firms should enhance sustainable service quality and encourage consumer participation in VCC activities. This can improve consumer green satisfaction, loyalty and competitive advantages.Originality/valueThis study expands service marketing literature by clarifying VCC's role in sustainable services and offers insights into VCC's causes and effects. It proposes strategies for the express delivery industry to influence consumer behavior through sustainable service practices.

Uncovering green brand equity and word-of-mouth intentions in Vietnam

The urgent situation of global climate change and the increasing concern for environmental issues across nations are putting pressure on all industries towards green transformation. In this context, green brand equity (GBE) is becoming a trend that attracts the attention of researchers, managers, and policymakers, especially in developing countries like Vietnam. This study aims to investigate the constituents of GBE and evaluate their respective degrees of impact on consumers' word-of-mouth intention (WOMI) in Vietnam. The dataset encompasses 528 consumers of green electronic products. The research employs the Partial Least Squares Structural Equation Modeling (PLS-SEM) technique for data analysis. The results of the study unveil the ascending levels of positive influence that GBE components exert on WOMI, ranking as follows: Emotional value, functional value, green trust, and green satisfaction. Within the internal framework of GBE, the ascending levels of positive impact unfold as follows: Green perceived quality influencing emotional value, green brand image influencing green satisfaction, green perceived quality influencing emotional value, green brand image influencing green trust, and green satisfaction influencing green trust. This research contributes significantly, both from a scientific and practical perspective, by pioneering a multi-dimensional GBE model that incorporates various factors and examines their effects on consumers' WOMI within the unique context of an emerging market.

Experience Quality's Impact on Green Customer Satisfaction Mediated by Green Perceived Value in the Malang Ecotourism Landscape

This research, conducted using a quantitative-explanatory approach, aims to analyze the relationship between experience quality and customer green satisfaction, focusing on environmentally friendly tourist destinations in Malang City. The study collected data from 360 respondents through an online questionnaire and applied SEM-PLS for analysis. The respondents were selected purposively. The findings, which are of significant importance, indicate that experience quality significantly influences both customer green satisfaction and green perceived value, with the latter mediating the relationship between experience quality and customer green satisfaction. This reiteration of the findings underscores the importance of positive experiences and perceived environmental values in enhancing overall satisfaction at eco-friendly tourist destinations.

The Impact of Green Marketing Mix on Green Loyalty in Oatside Plant Based Milk Product with Green Satisfaction as Intervening Variable

Currently, environmental conservation is a widely discussed topic as public awareness about its importance grows. Businesses need to recognize this trend, particularly by producing environmentally friendly products. Oatside is one such popular eco-friendly brand that has gained significant traction within less than two years, competing effectively with long-established brands. Despite this success, Oatside must continue to boost consumer loyalty through a strategic marketing mix approach to better understand consumer desires and prevent them from switching to other brands. This research aims to evaluate the impact of green marketing mix on consumers’ green loyalty, with green satisfaction serving as an intervening variable. This understanding is essential for Oatside to identify consumer needs and enhance loyalty in the competitive market. This research employs quantitative methods, incorporating multivariate techniques and descriptive analysis. The study sample consists of 300 consumers Oatside in Indonesia. The data were analyzed using the Structural Equation Model (SEM) with the help of SmartPLS 3.0 software. According to the findings of this study, there is a significant and positive correlation between green products, green locations, and green promotions with green satisfaction and green loyalty indirectly. However, the variable of green pricing did not demonstrate a significant positive influence on green satisfaction or green loyalty indirectly. The research utilized a model with an R-square result of 0.254, indicating a moderate level of explanatory power. The study revealed a positive and significant impact of green products, green locations, and green promotions on green satisfaction and green loyalty indirectly. However, the variable of green pricing did not show a positive and significant influence on green satisfaction or green loyalty indirectly. The research employed a model with an R-square value of 0.254 or 25.4%, falling into the moderate category. Based on these findings, it is suggested that Oatside offers more targeted promotions to its consumers, while ensuring profitability. This approach aims to enhance consumer satisfaction with Oatside’s environmentally friendly products, with the ultimate goal of increasing consumer green loyalty.

The influence of green brand image and green perceived quality towards green loyalty through green satisfaction as an intervening variable for LG consumers in Semarang city

The influence of green brand image and green perceived quality towards green loyalty through green satisfaction as an intervening variable for LG consumers in Semarang city

Examining the impact of sustainable leadership on green knowledge sharing and green learning: Understanding the roles of green innovation and green organisational performance

Despite the enhanced significance of leadership in the effectual transformation of universities towards sustainability, literature on the role and practices of sustainable leadership (SL) in higher education institutions (HEIs) remains scarce. To address this gap, this study investigated the direct effect of SL on teachers' green learning outcomes (green cognitive, social, self-growth, and satisfaction with university green experiences) in Chinese HEIs, guided by stakeholder theory. Green knowledge sharing was examined as a mediator between SL and green learning outcomes. The direct impact of teachers' green learning outcomes on green innovation (green speed and quality) and green organisational performance (customer green satisfaction, green curriculum development, green responsiveness, green research productivity, and green research ranking) were also analysed. This study also investigated whether green innovation fosters green performance in Chinese HEIs. A quantitative and cross-sectional research method was employed to analyse the data (N = 393). Partial least squares structural equation modelling (PLS-SEM) was applied to execute hypothetical relationships. The results showed that SL directly and positively affected green learning outcomes; however, green knowledge sharing enacted direct-only non-mediation between SL and green learning outcomes. Additionally, green learning outcomes endorsed a direct and positive relationship between green innovation and organisational performance. Similarly, a direct and positive association was found between green innovation and green organisational performance. This study focused on abandoned research, that is, the direct effect of SL on teachers' green learning outcomes in HEIs, revealing that teachers' green knowledge sharing, learning outcomes, and innovation are vital to their green organisational learning and performance. This study examined the direct effects of SL on teachers’ green learning outcomes in HEIs, which is unique to the sector. Further, the investigation of green knowledge sharing between SL and green learning outcomes is a novel contribution. Similarly, the combination of green learning outcomes, green innovation, and green performance in HEIs is original.

The Impact of Green Human Resource Management Practices on Employees, Clients, and Organizational Performance: A Literature Review

This literature review aims to examine the relationship between Green Human Resource Management (G-HRM) practices and various outcomes, including employee green attitudes, employee green satisfaction, client green satisfaction, employee green behavior, and organizational green performance. We reviewed existing literature on G-HRM practices and their impact on the selected outcomes. The review process involved the identification of articles through a systematic search in Scopus and Web of Science databases from January 2013 to December 2023. The search retrieved 2142 citations; of them, a total of 17 articles were deemed eligible for this review. The reviewed literature provides good evidence supporting a positive predictive relationship between G-HRM practices and employee green attitudes, employee green satisfaction, client green satisfaction, employee green behavior, and organizational green performance. However, there is a notable gap in studies exploring the influence of G-HRM practices on employee and client satisfaction. Overall, G-HRM practices emerge as a crucial tool for fostering environmentally conscious attitudes and behaviors among employees, ultimately contributing to enhanced employee satisfaction and improved organizational ecological performance. Future research should pay attention to the mechanisms underlying these relationships and explore potential moderating factors to enrich our understanding of the interrelated dynamics between G-HRM practices and sustainable outcomes.

Green branding in fast fashion: examining the impact of social sustainability claims on Chinese consumer behaviour and brand perception

PurposeThis study aims to investigate the ecological awareness of Chinese consumers towards fast fashion and examine the effect of social sustainability claims on green brand image and purchase intentions in China, considering China’s unique environmental policy landscape and its significant role in the global fast fashion industry. The study explores the role of altruistic values in promoting sustainability within the well-known fast fashion brand “H” and how they shape brand image, consumer satisfaction and brand equity.Design/methodology/approachThe study collected data from 257 Chinese participants and used a serial mediation model through the PROCESS macro in SPSS to analyse the correlation between green brand image, created through sustainability claims and consumer purchase intentions. The model also assessed the intermediary effects of brand image, satisfaction and equity.FindingsThe findings of the research indicate a direct and positive relationship between green brand image and consumer purchase intentions, emphasising the need for clothing and textile industry marketers to strategically promote altruistic values in their sustainability efforts and highlighting the importance of ecological awareness in shaping consumer behaviour in the Chinese context. This approach enhances green satisfaction and green brand equity and ultimately leads to higher green purchase intentions.Originality/valueThis study provides significant insights into the effectiveness of incorporating social sustainability claims in advertising to improve a brand’s green image and influence consumer behaviour. It emphasises the importance of altruistic values in sustainability strategies, offering valuable guidelines for marketers in enhancing green satisfaction and brand equity, thereby boosting consumer purchase intentions in the context of green branding and sustainability advertising. Focussing specifically on the Chinese market, this research sheds light on the impact of ecological awareness among Chinese consumers within the fast-fashion industry. Given China’s substantial role in shaping global fast-fashion production and its evolving environmental policies, this focus adds significant depth to our understanding of sustainability claims’ influence within this crucial consumer base.

Green human resource management and employee ecological behaviour: Testing green culture and green satisfaction as parallel mediators in Malaysian higher education

AbstractThis research examines the influence of green human resource management (green HRM) on employee ecological behaviour (EEB) by drawing on Ability‐Motivation‐Opportunity theory. The mediating roles of green culture and green satisfaction are also investigated. The paper employs a quantitative design using a convenience sampling technique/approach by collecting data using a structured questionnaire from 308 academics working in the Malaysian higher education institutions. Partial least squares‐structural equation modelling is employed to verify the proposed hypotheses. The results demonstrate that green HRM positively impacts green culture and green satisfaction. Furthermore, green satisfaction positively influences EEB, where it fully mediates the association between green HRM and EEB. These results are helpful for HR professionals and senior management in terms of how green HRM may impact employee green outcomes. To date, the literature on green HRM in the higher education context is limited. This study not only enriches the general literature on green HRM but also offers a novel contribution regarding the introduction of green culture and green satisfaction as mediating variables in the association between green HRM and EEB.

The Influence of Green Practices and Green Perceived Value on Green Loyalty through Green Satisfaction with Gender as a Moderating Variable

This study wants to show the connection between green practices implemented by Islamic banks, green perceived value, and customer loyalty, either directly or through green satisfaction, and gender as a moderating variable. To answer the research hypothesis, 202 questionnaires that have been distributed to Sharia commercial bank customers in Indonesia were analyzed in this study. Sample determination was carried out through a purposive sampling technique. Structural Equation Modeling – Partial Least Square (SEM-PLS) was used to analyze the data. This research found that green practice does not significantly affect green loyalty but significantly affects green satisfaction. Meanwhile, green perceived value directly makes customers loyal and satisfied with Sharia banks. It also discovered that green satisfaction has a significant effect on green loyalty and can mediate the influence of green practices and perceived value on green loyalty. At the same time, gender as a moderating variable cannot moderate the influence of green practices and perceived value on green loyalty. This research emphasizes the importance of innovation and developing practices that positively impact the environment and are satisfying because this program can increase customers' loyalty towards Sharia banking.

Exploring the roles of green marketing tools and green motives on green purchase intention in sustainable tourism destinations: a cross-cultural study

ABSTRACT This study explores the impact of green marketing tools (green advertising and eco-labelling) and green motives on green purchase intention, subsequently enhancing green satisfaction and WOM, with brand experience as a moderator. Data from 391 participants in China and 337 in India were analyzed. Findings reveal (a) green marketing tools positively affect green brand image and trust, (b) green brand image and trust mediate the relationship between green marketing tools, motives, and green purchase intention, (c) green purchase intention brings greater satisfaction and WOM, and (d) brand experience moderates the relationship between green brand image, trust, and green purchase intention.

Overview Green Banking at The Islamic Bank of Indonesia: Green Practicess, Green Percieved Value, Green Trust And Green Satisfaction Booster Loyality And Profitability

Overview Green Banking at The Islamic Bank of Indonesia: Green Practicess, Green Percieved Value, Green Trust And Green Satisfaction Booster Loyality And Profitability

Green Horizons: Enhancing Customer Satisfaction through Quality Experiences, Mediated by Green Perceived Value and Green City Image in Kota Lebong Tourism, Bengkulu Province

Pupose: The objective of this research is to comprehensively analyze the relationship between experience quality and customer green satisfaction, as well as to investigate the mediating roles of green city image and green perceived value in the context of environmentally friendly tourist destinations.
 Method:This study employs a quantitative-explanatory approach with the population of focus being all visitors to tourist attractions in Lebong City, Bengkulu Province. The exact size of this population cannot be determined. The total sample size for this study is 360 respondents. And analysed using SEM-PLS.
 Result: The result of this study reveals experience quality influence green satisfaction, green city image, and green perceived value. Also, both green city image and green perceived value mediated the relationship between experience quality on green satisfaction.

Analysis Of Green Marketing Tourism Village-Based Tourism Green Satisfaction Towards Green Loyalty

This research was carried out in the village tourism Kota Pari Serdang Bedagai where this study was conducted to determine how the influence of the service marketing mix consists of Green Products (X1), Green Price (X2), Green Promotion (X3), Green Place (X4) and green satisfaction (Z) as mediated variable and green loyalty (Y). The population in this study was consumers with 240 samples taken. The research was conducted from October to December 2023. This study used quantitative data which was processed using SEM-PLS analysis model with Smart PLS 3.0. application. Data sources used primary data taken directly from respondents and secondary one was obtained from interviews with travelers visiting Kota Pari village. The results of the research show that green products, green prices, green promotions, and green places, have a positive and significant effect on green loyalty to visiting Kota Pari village. Meanwhile, green satisfaction in this research can mediate the influence of green products, green prices, green promotions, green places, and travelers visiting Kota Pari Village.

Impact of Green Packaging, Perceived Consumer Effectiveness, and Social Influence on Green Consumption Behavior: The Mediating Role of Green Satisfaction and the Moderating Role of Environmental Awareness

The purpose of this study was to look at how green packaging, perceived consumer effectiveness, and social influence affect green consumption behaviour, as well as the moderating role of environmental awareness and the mediating role of green satisfaction. As consumers show signs of growing environmental consciousness and increased willingness to purchase green products. In order to gather information for this purpose, 290 Pakistani consumers of fast-moving consumer goods (FMCG) were surveyed. The research hypotheses were evaluated for validity using the PLS-SEM technique. Green packaging, perceived consumer effectiveness, and social influence all positively influence green satisfaction. Furthermore, green satisfaction positively influences green consumption behaviour. Finally, the study discovered that environmental awareness does not influence the relationship between PCE and green satisfaction. The theoretical and managerial implications, research limitations, and future directions have all been addressed.

How do urban parks, neighborhood open spaces, and private gardens relate to individuals’ subjective well-being: Results of a structural equation model

As urban areas become more densely populated worldwide, the allocation of limited urban green infrastructure to promote well-being among users is becoming increasingly challenging. This study aims to understand the relationships of three types of urban green infrastructure (urban parks, neighborhood green open spaces and private gardens) with subjective well-being (SWB). We construct a structural equation model to examine these relationships in an integrated fashion. We consider both direct and indirect effects of green spaces on SWB. Data were collected through an online questionnaire involving a sample of 322 individuals in the Netherlands. Results indicate that the direct relationship between neighborhood green satisfaction and SWB is positive and stronger than the relationship between satisfaction with urban parks and SWB. Private garden size has an indirect positive effect on SWB mediated by neighborhood green satisfaction. Interestingly, an individual with higher satisfaction with green tends to have higher SWB independently of the frequency of using the green space. Overall, our method and results bring new insights to optimize urban green space planning to enhance users’ SWB.

The Impact of Green Product Quality on Green Satisfaction Mediated by Green Perceived Value: An Empirical Study of Eco-Friendly Bag Buyers in DKI Jakarta

This study determines whether Green Product Quality has a simultaneous and partial influence on Green Satisfaction, mediated by Green Perceived Value on eco-friendly bag buyers in DKI Jakarta and surrounding areas. This study employs a quantitative correlational method using primary data and a PLS-SEM with SMARTPLS 3.2.9, a questionnaire as the instrument. The sample size for this study consists of approximately 192 respondents. The sampling technique used is Probability Sampling and Hair formula. Validity and reliability tests, and hypothesis testing using P-Values. These research findings indicate that factors such as the purchase of environmentally friendly bags, both Green Product Quality, Influence Green Satisfaction, with Green Perceived Value as the mediating factor. These results underscore the importance of using eco-friendly products and advocating for the Go Green movement from this point onward to ensure the preservation of the environment and keep the earth healthier.

The effects of green practices on green customer loyalty in the hotel industry: Multi-mediating role of green perceived value and green satisfaction

The effects of green practices on green customer loyalty in the hotel industry: Multi-mediating role of green perceived value and green satisfaction

Biophilic Design and Its Effectiveness in Creating Emotional Well-Being, Green Satisfaction, and Workplace Attachment Among Healthcare Professionals: The Hospice Context.

The present study aimed to explore the biophilic design attributes within a hospice care center from the healthcare professionals' perspective by utilizing a qualitative research and investigated the effect of hospice professionals' attitudes toward the uncovered green features on the prediction of their workplace attachment through a quantitative research. In hospice establishments, studies showed that applying biophilic design principles significantly reduces stress and improves emotional well-being. Yet, despite its importance, attitude toward biophilic design, and its significant influence on well-being, satisfaction and attachment to the workplace of hospice healthcare professionals have not yet been researched. The qualitative research used semi-structured in-depth interviews among hospice professionals to reveal biophilic design features that exert an influence on their activity, while the quantitative research employed a confirmatory factor analysis and the structural equation modeling to analyze the data. The qualitative research generated five biophilic design features, such as open spaces with natural light, natural decorative elements, landscape provided by nature through windows, wooden furniture, and colors that create a warm atmosphere within the hospice care center. The quantitative approach indicated that attitude toward the uncovered biophilic design features in the context of the COVID-19 pandemic significantly improved the healthcare providers' emotional well-being. This dimension, in turn, contributed to their satisfaction with green features/natural decor and attachment to the workplace. Results of this study provide practitioners and researchers valuable strategies to incorporate biophilic design features in the working environments of hospice settings.

Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness

Green marketing has been a growing trend in recent years as companies aim to align their business practices with environmental sustainability. This research aimed to examine the impact of green marketing strategies—including green advertisement, brand loyalty, equity, and innovativeness—to enhance consumer repurchase intention while also investigating the moderating effects of green awareness on these relationships and examining how green satisfaction influences the connection between green marketing and loyalty Research gaps include the unexplored integrated effects of green marketing on consumer repurchase intentions and the moderating roles of green awareness and green satisfaction in these relationships. Using Smart PLS 3.3.3, this study used structural equation modeling (SEM) to test the direct and moderating effects of green satisfaction and awareness. This study used a non-probabilistic sampling technique to target 371 final consumers on social media. The results suggest that green marketing positively impacted all green outcomes and that green advertising, brand loyalty, brand equity, and brand innovativeness positively impacted repurchase intention. However, this study found no significant moderating effects of green satisfaction and green awareness on the relationships between the green outcomes. The findings provide important insights for companies looking to implement green marketing strategies and offer potential avenues for future research.