Green Satisfaction Research Articles

Green loyalty of Islamic banking customers: combined effect of green practices, green trust, green perceived value, and green satisfaction

PurposeDeparting from the spirit of environmental concern, this study aims to connect green practices of Islamic banking with green customer loyalty, both directly and through the role of green trust, green perceived value and green satisfaction.Design/methodology/approachIn responding to the research hypothesis, this study analyzed 341 customer questionnaires using the structural equation modeling-partial least squares method.FindingsThis study found that a solid green practices program directly makes customers loyal to Islamic banks. It also discovered an indirectly convincing relationship between green practices and green loyalty through the mediation path of green satisfaction and less convincing through the mediation path of green perceived value and green trust.Practical implicationsPractically, this study highlights the importance of green practices innovation and the development of green practices programs that please customers because these programs can generate their loyalty toward the Islamic banking industry.Originality/valueTo the best of the authors’ knowledge, this study is the first to investigate the relationship between green practices and the green loyalty of customers in the Islamic banking industry.

The Effect of Green Brand Image and Green Satisfaction on Green Brand Equity Mediated Green Trust Outpatient’s

The Effect of Green Brand Image and Green Satisfaction on Green Brand Equity Mediated Green Trust Outpatient’s

Let’s go green: achieving consumer-related performance outcomes in banks

PurposeDue to the increased pollution and global warming, the banking sector is also implementing green practices in their operations to improve business ethics. However, there are few studies that have looked at how green practices affect performance outcomes. Considering this, the study aims to examine the impact of green banking adoption practices (GRBP) on consumer-related performance outcomes (i.e. consumer green satisfaction, consumer green perceived quality, consumer green trust, environmental friendliness and continuing relations with bank). The study used resource-based view theory and triple bottom line in connecting GBRP and consumer-related performance outcomes.Design/methodology/approachThe data was gathered via a Likert scale questionnaire from banking personnel and consumers using a non-probability purposive sampling technique. The data of GRBP was collected from the banking employees, whereas the data for consumer-related performance outcomes were gathered from the banking consumers, and “Partial least square-structural equation modeling” (PLS-SEM) was used to examine research hypotheses.FindingsThe results of PLS-SEM reveal that GRBP positively affects consumer green trust, green perceived quality and green satisfaction. However, GRBP does not have any impact on environmental friendliness. The results further reveal that GRBP largely affects consumer green trust followed by green perceived quality and green satisfaction, respectively. Moreover, consumer green perceived quality, green trust and environmental friendliness positively affect the continuing relationship with the bank.Originality/valueTo the best of the authors’ knowledge, this is the first study in the context of green banking, i.e. two-dimensional, as it examines the impact of GRBP on consumer-related performance outcomes and confirms that GRBP enhances consumer-related performance outcomes. The findings of the study provide numerous insights to bank managers, environmentalists and policymakers.

Green Brand Image and Green Brand Equity: Testing Mediating Role of Green Customer Satisfaction for Banks in Pakistan

Development of green image is becoming more and more important for corporate organizations around the globe. Banks provide finances to the corporations, and in this role they are in a position to enforce sustainable practices on their clients. In this regard, a green bank not only adopts environmental friendly processes, but also requires from its borrowers to conform to environmental standards. This study investigates the question as to whether building green brand image could provoke green brand equity of the banks in Pakistan and what role environmental concern of consumers and their green satisfaction play in this regard. Using respondent base of 300 people, findings indicated that green satisfaction mediates the relationship between green brand image and green brand equity. Further, green concern was found to negatively moderate the impact of green brand image on green satisfaction, which indicates that environmentally concerned individuals consider building a green image as hoax. Thus, banks should work on assuring their environmentally concerned consumer on the reliability and truthfulness of their green initiatives.

Effect of green advertising attitude on collectivist consumer behavior: an integrative approach

PurposeUnlike traditional products and services, customer motivation to purchase green products/services may be due to non-marketing factors, such as their personal values about health. In this study, the authors aim to propose and validate an integrative model using both advertising attitude factors and health beliefs to explain purchase intention and word of mouth in the context of green marketing. The authors focus specifically on collectivist consumers as values and social norms that tend to be more salient in driving their decisions.Design/methodology/approachThe model was tested empirically using a survey study with 308 Chinese consumers in Hong Kong. The data were analyzed using confirmatory composite analysis (CCA) and partial least squares structural equation modeling.FindingsAll health beliefs were significant predictors of green advertising attitude. Green satisfaction fully mediates the relationship between green advertising attitude and positive word of mouth for products and services with green advertising for collectivist Chinese consumers. Meanwhile, green satisfaction partially mediates the relationship between green advertising attitude and purchase intention. In addition, green brand equity partially mediates the green advertising attitude–purchase intention/positive word of mouth link.Practical implicationsThe significant impacts of health belief factors on green advertising attitude present important implications to advertising managers in terms of the use of information appeal in promoting green products/services. Green brand equity should also be developed in order to optimize green advertising effectiveness, especially in the context of collectivist customers.Originality/valueThis research is one of the first few studies investigating the mediating role of green satisfaction and green brand equity for collectivist consumer behaviors based on the health belief model (HBM).

Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more

ABSTRACT This study explored the concept of green brand authenticity in tourism and its relationships with relevant variables by using a mixed method. Firstly, the content analysis of interview revealed four dimensions of green brand authenticity: green practice, green servicescape, green support for locals, and green customer engagement. Then, the analysis of a total of 352 survey responses collected through an online research panel uncovered brand-self congruence as the most significant antecedent of green brand authenticity and green customer engagement as the most impactful dimension on the outcome variables. Brand commercialization significantly moderated the relationships among the study variables.

The Effect of Green Brand Image, Green Trust, And Green Satisfaction on Customer Loyalty

The growth of the Indonesian cosmetic industry, especially natural cosmetics with natural ingredients, shows high consumer concern for health and environmental issues. This phenomenon has created competition for organic cosmetic brands from various countries, one of which is from South Korea, Innisfree. Related to this, many cosmetic companies apply green marketing, which is a form of company concern for the environment. The purpose of this study was to determine the effect of green brand image, green trust, and green satisfaction on customer loyalty. Quantitative and descriptive methods are used in this study. This study used primary data collection techniques through questionnaires to 150 respondents which were then processed using the SPSS version 25 application. The tests carried out to test the research instruments were validity, reliability, and classical assumption tests, while in multiple linear regression analysis, the f test was used and the t test. The results indicates that the variable green brand image has a positive effect on Customer Loyalty. Green trust has a negative effect on customer loyalty. Green satisfaction has a positive effect on customer loyalty. performance in the future. Abstrak Pertumbuhan industri kosmetik Indonesia khususnya kosmetik natural dan bahan alami menunjukkan kepedulian konsumen yang tinggi terhadap masalah kesehatan dan lingkungan. Fenomena tersebut menimbulkan persaingan merek kosmetik organik dari berbagai negara, salah satunya dari Korea Selatan, Innisfree. Perusahaan kostemik banyak mengaplikasikan green marketing, yang merupakan wujud kepedulian perusahaan terhadap lingkungan. Tujuan penelitian ini adalah untuk mengetahui pengaruh citra merek hijau, kepercayaan hijau, dan kepuasan hijau terhadap loyalitas pelanggan. Metode kuantitatif dan deskriptif digunakan dalam penelitian ini. Penelitian ini menggunakan teknik pengumpulan data secara primer melalui kuesioner kepada 150 responden yang kemudian diolah menggunakan aplikasi SPSS versi 25. Uji yang dilakukan untuk menguji instrumen penelitian adalah uji validitas, uji reliabilitas, dan uji asumsi klasik, sedangkan dalam analisis regresi linier berganda menggunakan uji f dan uji t. Hasil penelitian ini menunjukkan bahwa variabel citra merek hijau berpengaruh positif terhadap loyalitas pelanggan. Kepercayaan hijau berpengaruh negatif terhadap loyalitas pelanggan. Kepuasan hijau berpengaruh positif terhadap loyalitas pelanggan.

A conceptual framework for higher education student loyalty from the green marketing perspective

PurposeThis study aims to investigate the impact of green image on student loyalty and to present a conceptual framework aimed at retaining current students and attracting new ones in higher education.Design/methodology/approachAfter review of prior studies using green image to predict customer loyalty in non-higher education industries and student loyalty in the context of higher education, a conceptual framework is developed after identifying research gaps in two sets of literature.FindingsUsing stimulus-organism-response (S-O-R) as a foundation, this study identifies core constructs in the green marketing perspective that may serve as predictors of student loyalty in higher education. A conceptual framework has been developed to examine the relationship between green image and loyalty of student in higher education, with student green satisfaction and institution reputation serving as mediators.Research limitations/implicationsThis study is restricted to developing a conceptual framework and no empirical evidence has been presented. However, the conceptual framework developed in this study could facilitate the theoretical and practical implications for enhancing loyalty of students in higher education.Originality/valueThis study contributes to the extant literature in the green marketing realm by extending the green perspectives in the higher education context. This is one of the earliest conceptual papers to examine loyalty of students in higher education using green image. The conceptual framework could serve as the foundation for future research on enhancing loyalty of students in higher education.

Antecedents of green brand equity: Delphi method and Analytic Hierarchy Process analysis

Research on green brand equity (GBE) for sustainable development is still in its infancy, especially in developing countries, while environmental issues are becoming increasingly urgent. Among the current limited studies on GBE, applied research methods are primarily quantitative. Hence, this study aims to fill the gap by employing the Delphi method and Analytic Hierarchy Process (AHP) analysis. The Delphi method is carried out over two rounds, aiming to define a set of criteria for the antecedents of GBE, and to provide further insights through the explanation of experts. Next, the AHP method was used to rank the relative importance of the GBE antecedents. The survey sample involves experts who have been trained in electronics or telecommunications-related fields, and have purchased environmentally-friendly electronic products. The results indicate five key factors with 18 items of the GBE model. The results of ranking the priority of those factors are as follows: brand perceived quality, green perceived value, green satisfaction, green trust, and green brand image. The findings could be valuable for both researchers and practitioners during GBE development, thus forming a basis for sustainable development in the current context.

Promoting Green Buildings and Low-Carbon Design Strategies of Green B&B Rooms for Sustainable Tourism after COVID-19

COVID-19 opened a window of opportunity to change the green development of the hospitality industry. For many years, Chinese tourists have been the world’s largest source of outbound tourists. Therefore, this study attempted to improve built-environment strategies for green rooms at B&Bs using the empirical statistics of Chinese tourists after the end of COVID-19 control measures and different green B&B standards, combining IPA (importance-performance analysis). For the lack of a green built-environment study from a tourism perspective, this study can be used mainly for improving the green satisfaction of urban B&Bs as it attempted to fill the gaps in research on green B&B rooms. This study will significantly help improve the quality of green rooms for the B&B industry in the future, and it also provides an improved green B&B room sample for other countries and regions. Moreover, it is an optimistic attempt at hospitality and tourism recovery.

How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction

The production and consumption of green food products have become hot topics in marketing. Companies are implementing marketing strategies such as green perceived value, green trust, and green satisfaction to guarantee green word of mouth. An online questionnaire distributed through social media was used to collect the data. The sample consists of 297 people. The 297 responses were coded and analysed with the Software Smart-PLS. The data described include the sample sociodemographic profile, the descriptive analysis of all items, the reliability and validity of the measures of the reflective model and the evaluation of the results of the structural model. Four hypotheses included in the PLS-SEM proposed were validated for a p-value of 0.001. The results confirmed the influence of green perceived value on green trust and green satisfaction. Moreover, the results highlight that green satisfaction and green trust influence green word of mouth.

Green supply chain: the impact of environmental knowledge on green purchasing intention

ABSTRACT A growing number of consumers are becoming environmentally conscious in their purchasing decisions, indicating their desire to protect the environment by emphasising products made from sustainable resources. This study investigates the effect of environmental knowledge on purchasing intentions in the Egyptian market, the extent to which the so-called green trust moderates this relationship, and the impact of green perceived quality and green satisfaction as mediation variables. We examine the relationship between these variables using data collected via a questionnaire. A total of 810 were collected in the largest cities of Egypt, and the resulting data were analysed using structural equation modelling. The results indicate there is no significant relationship between environmental knowledge and green purchase intentions; however, green perceived quality and green customer satisfaction significantly mediate the relationship between environmental knowledge and green purchase intentions. Here, we consider environmental knowledge as an independent variable; future studies could use other variables, such as motivation and green culture, to analyse this relationship.

Determinants of CSR and green purchase intention: Mediating role of customer green psychology during COVID-19 pandemic

COVID-19 is a viral disease also comprehended as a coronavirus pandemic that has compelled the world to revisit business strategies to encounter COVID-19 challenges. Over the last decade, ample research has been accomplished on corporate social responsibility (CSR) and circular economy. Nevertheless, a key research gap requires to be filled that how CSR can perform a foremost role in engaging stakeholders like consumers during the COVID-19 era. Drawing from the stakeholder theory, this research endeavors to probe CSR's impact on green purchase intention (GPI) with mediating role of green psychology (GP). Data for the study were gathered from mainland China employing convenience sampling and examined by utilizing SEM (Structural Equation Model). First, the study indicated a direct relationship between CSR and GPI as well as between CSR and GP within three streams, i.e., green trust (GT), green satisfaction (GS), and green perceived value (GPV). It is found that GT, GS, and GPV positively influence GPI whereas the positive mediating relationships of each GP factor were autonomously observed between CSR and GPI, respectively. This research can improve the understanding of the enterprises about consumers and how incorporating green activities may enhance consumers' GPI and GP during the COVID-19 pandemic. This study addresses numerous interesting and insightful implications for strategic management together with certain possibilities for prospective researchers.

Green perceived value and consumer attitudes in the light of the SDGs: a replication study from a developing economy

PurposeIn the light of the UN’s Sustainable Development Goals, it is imperative for firms to adopt green practices. Green marketing is currently attracting the attention of people all over the world due to the growing awareness of the link between environmental catastrophes and unsustainable human activities. However, some aspects of green marketing, including green product experience, trust, satisfaction and loyalty, remain underexplored. This study aims to assess how green product experience and trust in green labelling influence perceived value, satisfaction and loyalty towards green products.Design/methodology/approachPartial least squares-structural equation modelling was used to analyse data collected from a survey of 578 consumers in Ghana.FindingsThe results indicate that consumers’ green product experience influences their green product satisfaction, perceived value and loyalty; and that consumers’ trust in green labelling influenced their green product satisfaction and perceived value.Research limitations/implicationsThis study contributes to the literature by providing useful insights into green product experience, trust in green labelling, green satisfaction and loyalty. The findings can assist brand and marketing managers in devising communication strategies that will generate the most beneficial perceived values of green products among targeted customers.Originality/valueThe study is among a few to examine the influence of green product experience and trust on perceived value, satisfaction and loyalty towards green products, particularly in the context of a developing economy.

The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach

With the growing awareness of the climate change effects, hotel customers progressively intend to favor green products and services that minimize adverse environmental effects. The key factors affecting customers' green behavioral intentions in the hospitality industry context are still under research. Accordingly, this study primarily aims at empirically investigating the nexus between green perceived quality (GPQ), green satisfaction (GS), green trust (GT), and customers' green behavioral intentions (CGBIs) in a sample of five-star eco-friendly hotels in Egypt. More specifically, the study first endeavors to investigate the direct impact of GPQ on GS, GT, and CGBIs besides exploring the direct impact of GS and GT on CGBIs in addition to examining the potential effect of GS and GT as mediators in the nexus between GPQ and CGBIs. To achieve the study's aim and associated objectives, a self-administrated questionnaire was developed and distributed to a convenience sample of local guests staying at certified five-green star hotels. A total of 500 questionnaires were distributed, and only 304 valid forms, representing 60.8%, were used in the statistical analysis. Seven hypotheses, reflecting the direct and indirect relationships between study constructs, were examined by using Structural Equation Modeling (SEM) with bootstrapping technique. The study findings revealed that GS, GT as well as CGBIs are significantly positively affected by GPQ, respectively. Furthermore, GT and GS have a significant positive effect on CGBIs. Moreover, GT as well as GS partially mediate the nexus between GPQ and CGBIs. From the previous findings, it could be concluded that the increase in investment in enhancing GPQ significantly contributes to the improvement in GS, GT, and CGBIs. Additionally, the higher the GT, GPQ, and GS, the greater the revisit intention to green hotels, positive green word-of-mouth (GWoM), and intention to pay a premium for staying in environmentally friendly hotels. As a result, for enhancing CGBIs and sustaining a customer-hotel long-term relationship, hotel operators should make efforts towards maintaining GT, improving GPQ, and increasing customers' GS as key predictors of CGBIs in the hotel industry context.

GENERASI MUDA MENUJU LOYALITAS HIJAU: NILAI HIJAU YANG DIRASAKAN, KEPUASAN HIJAU, DAN KEPERCAYAAN HIJAU

This research involved 248 consumers of green products. The study aims to analyze whether the perceived green value has indirect effect on green loyalty through two mediators: green satisfaction and green trust. This study uses structural equation modeling (SEM) to prove the hypotheses processed with SmartPLS3 software. The findings from this study are green satisfaction and green trust partially mediate the positive effect of green perceived value on green loyalty. Another finding is that each variable of green perceived value, green satisfaction, and green trust has a positive effect on green loyalty. Enhancing in green perceived value will also increase consumer satisfaction and trust.

Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern.

This study explores whether and, if so, how efficiently consumers' greenwashing (GW) influences green brand equity (GBE) by integrating the mediation role of green brand image (GBI), green satisfaction (GSA), and green trust (GTR) and the moderating role of green concern (GC), using the legitimacy and signaling theories. A quantitative study was conducted by means of a questionnaire-based survey using a cluster random sampling technique with a sample of 436 consumers who purchased electronic products in supermarkets in Vietnam. A partial least squares structural equation modelling (PLS-SEM) approach was used to analyze data. Our findings show that GW is not significantly associated with GBE, possibly due to the halo effect. The findings also show that GW is adversely related to GBI, GSA, and GTR, which would positively influence GBE, except for the GW-GSA relationship. This means that, although GW does not directly affect GBE, it does indirectly influence it via GBI and GTR. Furthermore, GC significantly moderates the relationship between GW and GBE. Our work is the first to combine GBI, GSA, and GTR as mediators, and GC as a moderator using PLS-SEM approach to advance the theory of green brand equity on green marketing and to contribute significantly toward a unified theory of brand equity. Furthermore, our findings extend our understanding regarding the different mechanisms for which GBI and GTR play as mediators, and with GC as a moderator in the GW-GBE relationship in the electronics products setting of Vietnamese consumers.

The Nexus between Environmentally Sustainable Practices, Green Satisfaction, and Customer Citizenship Behavior in Eco-Friendly Hotels: Social Exchange Theory Perspective

Recently, with increasing customer awareness about environmental issues, guests staying in hotels and potential consumers are more and more concerned about environmentally sustainable practices and their associated consequences. From the hotel industry perspective, empirical studies conducted on the association between customer citizenship behavior (CCB) and environmentally sustainable practices (ESPs) with the existence of green satisfaction (GS) are scarce. Consequently, the primary aim of the current study is to investigate the impact of ESPs on GS and CCB in a sample of five-star eco-friendly hotels in Egypt, as well as exploring the potential mediative role of GS in the relationship between CCB and ESPs. Additionally, we attempt to empirically determine to what extent GS directly impacts CCB. The study suggests a conceptual model for testing four hypothesized relationships between ESPs, GS, and CCB. Structural equation modeling (SEM) with bootstrapping was employed for testing our hypotheses. The findings of the study confirmed the significant positive impacts of ESPs on GS and CCB. Further, GS significantly and positively affects CCB. Moreover, GS partially mediates the relationship between CCB and ESPs. Given the study findings, some practical implications for improving GS and boosting CCBs in the green/eco-friendly hotel industry context are suggested.

Faktor Penentu Perilaku Hijau untuk Mengurangi Kantong Belanja Plastik

<p><em>The environmental damage because by plastic waste is very stressful. Indonesia is the second country in the world to supply plastic waste into the ocean after China. one of the prevention efforts is to reduce using plastic shopping bags originating from the modern retail industry. This examines goals to analyze the impact of green promotion, green e-wom, and green consumer satisfaction factors on interest in the usage of zero plastic shopping bags and consumer behavior in reducing plastic shopping bags. The sample in this examination had 98 respondents who shop at modern retailers within the Tangerang area, Banten Province in assembly their each-day desires. The sampling approach used was purposive sampling. statistics collection used a survey approach with a questionnaire that was distributed thru the G-shape electronically. The statistics are processed with the assistance of the smart-PLS software program. The results display the positive effect of green marketing, green e-wom, green satisfaction, and interest in the use of zero plastic shopping bags on consumer behavior to reduce plastic shopping bags, both in part or simultaneously</em><em>.</em></p>

Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value

Green marketing is currently one of the most powerful strategies in the corporate world as it responds to a growing demand for green products. Therefore, this study aims to analyse the influence of green perceived value on green trust and green satisfaction, study how both variables impact green word of mouth in turn and, at the same time, how the three variables influence green purchase intention. Data collection was carried out through a digital survey of buyers of green products. The hypotheses posed were solved with a PLS-SEM model through the Smart-PLS software. The results showed that green perceived value positively affects green trust and green satisfaction. Furthermore, green satisfaction was found to influence green trust and green WOM. Green trust also influences green WOM. Regarding the antecedents of green purchase intention, only green satisfaction and green trust showed a positive relationship. In contrast, green WOM did not show a relationship with green purchase intention. The article shows the importance of green satisfaction for green companies in achieving green purchase intention, green WOM and green trust. Green perceived value is also an important variable, as it is the trigger for the process that leads to green purchase intention.