Boosting brand citizenship behavior through internal green marketing: The role of brand trust and willingness to be environmentally friendly.

Abstract

Green marketing is a critical issue in today’s society. The purpose of this study is to investigate the influence of internal green marketing (IGM) on brand citizenship behavior (BCB). Drawing on the theoretical foundations of social identity theory, cognitive consistency theory, and social exchange theory, this study presents and validates a unique model that examines the mediating effect of brand trust and the moderating effect of willingness to be environmentally friendly on the relationship between IGM and BCB. Using a sample of 176 employees employed in a telecommunication company in Jordan, the findings of this study revealed that internal green marketing is a strong predictor of BCB. Further, the positive effect of internal green marketing on brand citizenship behavior is mediated by brand trust. The findings of this study also confirmed the contingent role of willingness to be environmentally friendly on the relationship between IGM and BCB. Theoretical and managerial implications have been provided accordingly.

Internal green marketing orientation and business performance: The role of employee environmental commitment and green organizational identity

“…Individuals who prioritize environmental concerns are more inclined to use environmentally friendly products [22]. IGMO refers to a series of activities within an organization that aim to foster environmental values throughout the entire company, establishing a broader culture of environmental consciousness [8]. These activities include incorporating employees' environmental initiatives into recruitment and promotional processes, promoting the use of eco-friendly products and services among employees, and raising environmental awareness among staff members [7].…”

“…These initiatives encompass several key aspects. Firstly, environmental training and education programs raise awareness among employees about environmental issues, sustainability practices, and the significance of eco-friendly behaviors [8]. Secondly, employee engagement programs actively encourage participation in environmental initiatives such as recycling programs, energy-saving campaigns, and volunteering for environmental causes [7].…”

“…Furthermore, incentives or rewards are provided to employees who exhibit eco-friendly behaviors, such as reducing energy consumption, utilizing public transportation, or adopting sustainable practices in their work [25]. Lastly, effective communication and awareness efforts regularly disseminate the organization's environmental goals, achievements, and progress to employees through newsletters, intranet portals, and internal campaigns, fostering a culture of environmental responsibility and ensuring employees remain engaged and informed [8]. By implementing IGMO strategies, companies can create an organizational culture that values sustainability and improves BP [3].…”

“…It involves integrating employees' environmental initiatives into recruitment and promotional procedures, encouraging the utilization of eco-friendly products and services by employees, and enhancing environmental awareness among staff members [7]. By implementing IGM, organizations can contribute to the achievement of sustainable development goals and corporate environmental responsibility, which can lead to improved business performance [8]. The importance of IGMOs in the tourism and hospitality industries can be seen in their potential to attract environmentally conscious customers.…”

Young consumers' green marketing orientation: role of customer citizenship behaviour in determining real estate purchase intention in India

“…CCB is observed as a customer's voluntary and altruistic activities that the business values. CCB was formerly known as "customer voluntary performance and customer extra-role behaviours" in earlier literature (Amireh, 2021). CCB has not gotten much attention in the literature on green marketing, despite the fact that several research have looked at the connection between environmentally sustainable practices and customers' behavioural intent.…”