What drives green brand switching behavior?

Abstract

Purpose The purpose of this paper is to explore the structural relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience and experiential satisfaction, switching intentions and switching behavior from the perspective of green branding. Design/methodology/approach A questionnaire survey was used to collect data from consumers who had purchased environmental shampoos, obtaining 613 valid samples which were analyzed with structural equation modeling. Findings The results indicate that green brand experiential risk, green brand cognitive dissonance, green brand experiential quality and green brand experience influence green brand experiential satisfaction. In addition, green brand experiential satisfaction has an impact on green brand switching intentions, which, in turn, positively influence green brand switching behavior. Practical implications To decrease the perceptions of green brand skepticism, green brand experiential risk, green brand cognitive dissonance, green brand switching intentions and green brand switching behavior and increase the perceptions of green brand experiential quality, green brand experience and green brand experiential satisfaction, the findings will help environmental organizations develop and implement market-orientated product strategies. Originality/value The results provide a better understanding of the relationships among skepticism, experiential risk, cognitive dissonance, experiential quality, brand experience, experiential satisfaction, switching intentions and switching behavior in an environmental context.

Effect of spirituality and ethics on green advertising, and the multi- mediating roles of green buying and green satisfaction

“…Green brand since focuses on preserving; therefore, it satisfies consumers concerned about green marketing (Ha, 2020). Wu et al (2018) argue that a green brand (GB) enhances corporate image and unique selling proposition, leading to customer satisfaction. Many past studies have documented that consumers' concern towards the green environment has increased significantly in the present era.…”

“…However, green branding will only be useful if affordable and high quality (Gil & Jacob, 2018). Thus it has also been argued that both governmental (Wu et al, 2018) and non-governmental bodies (Ha, 2020) must take initiatives for creating awareness of a sustainable and healthy environment. These initiatives will promote green brands (GB) and stimulate a positive feeling (Papista & Dimitriadis, 2019).…”

Consequences of Customer Value Co-creation in Restaurants

“…It is the likelihood of exchanging transactions from a customer's current enterprise to another one (Bolton et al, 2004;Park & Jang, 2014). Meanwhile, switching behavior refers to the consumer's actual act of replacing one service provider with another (Wu et al, 2018). Various reasons can provoke customers' switching behavior such as price inconvenience, low service quality, ethical concerns, and trust (Jung & Yoon, 2012;Park & Jang, 2014).…”

Relationships between experiential risk, experiential benefits, experiential evaluation, experiential co-creation, experiential relationship quality, and future experiential intentions to travel with pets

“…Ruan et al (2017) identify that perceived risk is considered to be manifested in tourists’ tendency to consider their actual experiences, thus helping tourist organizations and destinations evaluate the impacts of crises or disasters. Following the definitions of Wu and Cheng (2018b, 2018c) and Wu et al (2018d), this study defines experiential risk as the uncertainty that tourists face when they are unable to predict all of the consequences associated with their experiences of traveling with pets. Several studies (Reyna, 2012; Sinclair et al, 2010; Weinstein et al, 2007; Windschitl, 2002) refer to experiential risk as heuristic risk judgments or “gut-level” feelings of vulnerability to a threat.…”