Clean and green: the relevance of hotels' website quality and environmental management initiatives for green customer loyalty

PurposeCustomers' focus increasingly turns to the green practices of firms. Organizations need to rethink their strategies and position themselves concerning their environmental responsibility. The idea behind this study is to observe the influence of hotel website quality and hotel environmental management initiative (HEMI) on green customer loyalty in the Pakistan hotel industry with the mediating role of green trust (GT) and green satisfaction (GS).Design/methodology/approachThe study is quantitative, and partial least squares structural equation modelling followed to test the proposed hypotheses. A total of 542 questionnaires were used for analysis through SPSS 25.0 and SmartPLS 3.2.9.FindingsThe findings confirm the proposed positive influence of hotel website quality and HEMI on green customer loyalty. Moreover, GT and GS significantly mediate the relationship, further enhancing the relevance of green practices for hotels.Practical implicationsHotel management can get maximum customer loyalty to concentrate on hotel website quality, HEMI, GT and GS.Originality/valueThis study aims to develop a research model to incorporate hotel website quality, HEMI, GT, GS and green customer loyalty by using signalling theory and natural resource-based view theory that prior studies ignored.

Research on Resource Carbon Emission Allocation Efficiency Based on Blockchain Consensus Algorithm

This paper takes the secondary low-carbon supply chain composed of a manufacturer and a retailer as the research object and takes the government subsidy strategy of low-carbon supply chain as the research theme, the government invests in the construction of blockchain technology application platform, and supply chain enterprises use blockchain technology for compensation. Under this background, considering consumers’ low-carbon preference and green trust, a three-stage game model dominated by the government and followed by manufacturers and retailers under the four scenarios of emission reduction technology input subsidy and low-carbon product output subsidy before and after the application of blockchain technology is established. By comparing the optimal social welfare, carbon emission reduction rate, and low-carbon product output under the four scenarios, the optimal problem of government low-carbon subsidy strategy is discussed. It is found that when the product of consumers’ low-carbon preference coefficient and green trust coefficient is greater than a certain fixed value, the government can obtain higher social welfare and promote enterprises’ emission reduction through output subsidies. The government can always promote the demand for low-carbon products through output subsidies. When the emission reduction cost coefficient approaches infinity, the demand for low-carbon products when the government implements output subsidies are four times that when the government implements technology subsidies. When the single cycle shared cost of the blockchain platform and the unit cost of enterprise application of blockchain technology are less than a certain threshold, the government’s construction of the blockchain platform can obtain higher social welfare, promote enterprise emission reduction, and improve consumers’ demand for low-carbon products.

Switching Intent of Disruptive Green Products: The Roles of Comparative Economic Value and Green Trust

This study explores consumers’ motivations to switch to new products in the context of disruptive innovation and investigates the role of comparative economic value and green trust. Switching from an existing product to a disruptive green product not only involves benefits but also requires major sacrifices, which are not encountered in the context of continuous innovation. In this study, the relationships between comparative economic value, green trust, self-accountability, and disruptive green product switching intent are examined. Data were collected from China with self-administered questionnaires regarding the disruptive green product. Results of a structural model reveal positive relationships between comparative economic value, green trust, and disruptive green product switching intent. In addition, green trust mediates the effects of the comparative economic value on the disruptive green product switching intent, and self-accountability moderates the relationship between green trust and disruptive green product switching intent. From a practitioner perspective, the research is important because it illuminates the consumer’s motivations regarding product switching in the hitherto unexplored field of automobiles, for which we have shown that our extended model yields meaningful results.

Environmental quality awareness, green trust, green self-efficacy and environmental attitude in influencing green purchase behaviour

Purpose The purpose of this study is to examine the effect of green trust (GT), environmental quality awareness (EQA), green self-efficacy (GSE) and environmental attitude (EA) towards green purchase behaviour (GPB). The mediating effect of EA is also investigated. Design/methodology/approach Attribution theory and the attitude-behaviour gap model were used to develop the research model. Data were collected through an online survey, which yielded 321 complete and usable responses. The partial least square-structural equation modelling (PLS-SEM; SmartPLS, Version 3) technique was used to test the study hypotheses. Findings The analysis revealed that GT, GSE and EA affect GPB positively. It was also found that EA mediates the relationship between “environmental quality awareness and green purchase behaviour” and “green self-efficacy and green purchase behaviour”. However, EA did not mediate the link between “green trust and green purchase behaviour”. Practical implications The findings of this study provide insightful implications for social and green marketers, including an understanding of the complex customer behaviour in purchasing green products, which will eventually enable them to formulate better green marketing strategies. Originality/value This study is amongst the pioneers in investigating the effect of EQA in relation to GPB. Furthermore, the mediating effect of EA in the link between “environmental quality awareness and green purchase behaviour”, “green trust and green purchase behaviour” and “green self-efficacy and green purchase behaviour” is also a new contribution to the literature. Finally, this study explains the drivers of consumers’ GPB, thereby providing a novel understanding of the field.

Relationship between the Constructs of Green Wash, Green Consumer Confusion, Green Perceived Risk and Green Trust Among Urban Consumers in India

Increased fervour for green consumerism has resulted in the emergence of Green Marketing as an important tool in the hands of innovative marketers looking for novel ways of satisfying customers. Green Marketing approach is often used by marketers to differentiate their products from those of the competition, based on environment and sustainability related factors. However, one of the biggest downsides of Green Marketing is the emergence of the practice of ‘Greenwashing’. Often organisations claiming to be environment friendly have been found to be indulging in the unethical practice of misrepresenting facts through deceptive and exaggerated claims (Brouwer, 2016). The aim of this paper is to explore the impact of Greenwash (GW) on Green Trust (GT) through the mediating role of Green Consumer Confusion (GCC) and Green Perceived Risk (GPR) by deploying a scale developed by Chen & Chang (2012). The relationship between demographic factors and the four constructs of GW, GT, GCC and GPR is also investigated. Through the deployment of a survey research design, questionnaires were administered to 325 respondents. The results of the analysis bring forth some interesting facts, including Greenwash being negatively related to Green Trust. However, our analysis – in contrast with that of Chen and Chang’s (2012) study - did not show a very strong mediating role played by GCC and GPR. This finding is very pertinent for companies either in the business of selling green products or positioning products on a green or eco-friendly plank.

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

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.

How Green Trust, Consumer Brand Engagement and Green Word-Of-Mouth mediate Purchasing Intentions

An increasing interest in environmental problems around the world has significantly expanded the demand for green goods, transforming green marketing into an effective tool for businesses to achieve competitive advantage. Yet, as more firms become aware of this strategic advantage, greenwashing activities can also flourish, and customers grow more cautious about green efforts by firms. The present research examines how greenwashing expectations of customers affect their green buying decisions by studying how green trust, consumer brand engagement and green word-of-mouth mediate this relationship. A total of 302 subjects participated in a survey to study greenwashing effects using a high involvement green ad and a low involvement green ad. Results were analyzed using a PLS-SEM approach. The findings show that the greenwashing expectations of customers have no direct effect on green purchase decisions, but that green trust and green word-of-mouth mediate this relationship. Likewise, greenwashing perception significantly affects customer brand engagement indirectly through green trust and there is a full mediation between greenwashing perception and green purchasing intention through green trust, customer brand engagement and green word of mouth. Therefore, the study shows that having a low perception of greenwashing is not enough to increase purchases. For that to occur, companies need to ensure that WOM communicates such efforts and that consumers trust these green initiatives.

The role of green practices toward the green word-of-mouth using stimulus-organism-response model

PurposeConsumer's environmental awareness and friendliness have been growing, and consumers are increasingly concerned about the impact of hotel operations on the environment. This study evaluated the effect of green practices on the customer's green word-of-mouth (GWOM) intention for hotels with environment-friendly operations.Design/methodology/approachThe data have been collected from tourists by using the judgmental sampling technique, and a usable sample size of 257 respondents has been achieved. The data analysis has been performed using partial least squares-structural equation modeling (PLS-SEM).FindingsThere is a strong relationship between green practices adopted by hotels and the green image of hotels. This study also found that the green image of a hotel positively impacts consumer green satisfaction and green trust, and these two variables have significant influence over the GWOM.Practical implicationsThe study can be helpful in the promotion of environmentally sustainable consumer behavior in response to a stimulus being generated by the marketers and policymakers.Social implicationsThis study will further help society to share and discuss favorable information about environmental sustainability through GWOM.Originality/valueThe study investigated the effect of green hotels on GWOM approximately after one year of the COVID-19 outbreak. Hence, the results can ascertain to be the basis of the new policies of the hotels in post-COVID world.

Efek Green Perceived Value dan Risk terhadap Green Repurchase Intention: Green Trust sebagai Pemediasi pada Pengguna Pertalite di Kota Ternate

Penelitian ini bertujuan untuk mengetahui pengaruh Green Perceived Value dan Green Perceived Risk terhadap Green Repurchase Intention, dengan Green Trut sebagai variabel mediasi. Penelitian ini merupakan penelitian kuantitatif. Populasi dalam penelitian ini meliputi masyarakat Kota Ternate yang menggunakan BBM jenis Pertalite pada kendaraan bermotor dengan metode pengambilan sampel yaitu Non Probability Sampling dan teknik pengambilan sampel adalah Purposive Sampling. Teknik analisis yang digunakan dalam penelitian ini adalah menggunakan analisis jalur, uji F, uji t dan uji sobel dengan bantuan aplikasi IBM SPSS versi 26. Hasil penelitian ini menunjukkan bahwa: green perceived value berpengaruh positif dan signifikan terhadap green trust dan green repurchase intention, green perceived risk berpengaruh positif dan tidak signifikan terhadap green trust dan green perceived risk berpengaruh negatif dan tidak signifikan green repurchase intention, green trust berpengaruh positif dan signifikan terhadap green repurchase intention, green trust dapat memediasi pengaruh green perceived value ke green repurchase intention, green trust dapat memediasi pengaruh green perceived risk ke green repurchase intention.