Exploring the role of green attributes transparency influencing green customer citizenship behavior

Abstract

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.

Exploring the role of green animation advertising influencing green brand love and green customer citizenship behavior

“…Customer citizenship behavior refers to customers’ self-willingness to engage in behavior beneficial for a company [ 27 ]. Green customer citizenship behavior means customers’ voluntary involvement in green activities associated with a company’s brand [ 10 ]. That is, those who have high level of green voluntary behaviors have the willingness to actively participate in the environmental activities of the company [ 28 ].…”

“…In recent years, improving environmental protection has become an important issue [ 9 ]. Due to the increasing number of eco-friendly customers, companies are forced to pay attention to environmental protection activities [ 10 ], and many start to focus on eco-friendly products and advertising to fulfill the needs of consumers [ 11 ]. In this context, green advertising has rapidly expanded [ 12 ].…”

“…To fill this gap, this research used the theory of stimulus–organism–response to test the attributes of green animation advertising influencing green brand love (attitude) and green customer citizenship behavior (behavior). This theory suggests that external stimulus are signals that influence a person’s internal evaluation and then produces a response [ 10 ], which is suitable for explaining consumers’ attitudes and behaviors when responding to the exposing environmental cues [ 17 ]. Therefore, we explored the attributes of green animation advertising on green brand love and green customer citizenship behavior.…”

Exploring the role of green government publicity influencing people’s pro-environmental behaviors

“…Theory of Stimulus-Organism-Response proposed stimulus of the environment will influence people’s psychological stability, thereby promoting changes in their behavior ( Fu et al, 2021 ). This theory suggests that people’s organisms are important factors responding to the environmental stimulus ( Deng and Yang, 2022 ). Based on the model, we suggest that green government publicity is a stimulus (S), it will cause an internal evaluation of someone (O) and then produces a response (R) (PEBs to use green packaging).…”

What Makes a Customer Brand Citizen in Restaurant Industry

“…SOR proposes that the environment is a stimulus (S), which consists of a set of signs that cause an individual’s internal evaluation (O) and then produces a response (R). The SOR model suggests that consumers’ emotions become an important part in responding to the exposing environmental stimulus ( Deng and Yang, 2021 ). Based on this theory, we used SOR to propose that brand uniqueness, brand credibility, and brand intimacy are stimuli (S); it will cause an internal evaluation of someone (O) (brand love) and then produce a response (R) (brand citizenship behavior).…”