Exploring the Impact of Green Satisfaction, Consumer Willingness to Pay, and Green Loyalty on Green Brand Evangelism.

Abstract

Purpose – This study explores the impact of Green Satisfaction (GS), Consumer Willingness to Pay (CWP), and Green Loyalty (GL) on Green Brand Evangelism (BE) within the restaurant industry. Using the Attitude-Behavior Context (ABC) theory, the research examines how environmental attitudes shape consumer behaviors, particularly focusing on the mediating roles of CWP and GL.

Study Design/Methodology/Approach – A survey methodology was utilized, collecting data from 343 respondents using convenience sampling. The research employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to evaluate hypothesized relationships among the constructs, based on the ABC theoretical framework. The model illustrates the interplay of attitudes (GS), context (CWP, GL), and behavior (BE).

Findings – The results reveal that GS significantly influences CWP, GL, and BE. Mediation analysis confirms that both CWP and GL mediate the relationship between GS and BE. These findings highlight the critical role of GS in promoting Green Brand Evangelism.

Research limitations/Practical implications –The study's cross-sectional design limits causal inferences. Practical implications suggest that restaurants should enhance GS to foster loyalty and advocacy among environmentally conscious consumers.

Originality/Novelty – This research applies the ABC theory to a novel context, demonstrating its relevance in understanding eco-consumerism in the hospitality sector. It underscores the strategic importance of emotional and behavioral engagement for promoting green branding.