PurposeFew studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.Design/methodology/approachThis study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.FindingsThe findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.Originality/valueThis study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.
With growing concern over environmental issues, the effect of green design on consumer behavior is becoming increasingly more important. We established a framework based on extant research and further proposed that there are five dimensions (i.e., environmental protection, safety, packaging
design concept, environmental identification, and convenience) that influence consumers' green trust, in turn, facilitates green brand attachment. In this study we applied structural equation modeling, and data were collected from 286 Taiwanese consumers. The results suggest that green packaging
design is a strong predictor of green trust, which enhances green brand attachment. Moreover, green trust is an effective mediator between green packaging design and green brand attachment. The findings help fill the gap in the literature regarding the relationships among, green packaging
design, green trust, and green brand attachment.
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