IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v15y2023i17p13121-d1229964.html
   My bibliography  Save this article

Effect of Perceived Quality of Green Brands on Road Race Participants’ Green Word of Mouth and Mediating Roles of Satisfaction with and Trust in Green Brands

Author

Listed:
  • Jin-Long Chen

    (Faculty of Leisure and Sport Management, National Taipei University, 151 University Road, San Shia District, New Taipei City 23741, Taiwan)

Abstract

The current study established a theoretical framework for exploring the influence of the perceived quality of green brands on green word of mouth (WOM) by investigating the mediating effects of satisfaction with and trust in green brands. Although prior research has explored the factors influencing green word of mouth, it has focused on information technology and electronic products. The target of the current research was road race runners in Taiwan. Structural equation modeling was performed to validate the research framework. The findings suggest that satisfaction with and trust in green brands mediate the positive effect of the perceived quality of green brands on green word of mouth. Thus, to enhance runners’ satisfaction with and trust in green brands and promote green WOM, road race organizations should allocate resources to improving the perceived quality of the green branding for their events.

Suggested Citation

  • Jin-Long Chen, 2023. "Effect of Perceived Quality of Green Brands on Road Race Participants’ Green Word of Mouth and Mediating Roles of Satisfaction with and Trust in Green Brands," Sustainability, MDPI, vol. 15(17), pages 1-14, August.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:17:p:13121-:d:1229964
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/15/17/13121/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/15/17/13121/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Yu-Shan Chen & Tai-Wei Chang & Hung-Xin Li & Ying-Rong Chen, 2020. "The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude," IJERPH, MDPI, vol. 17(11), pages 1-17, June.
    2. Haylee Uecker-Mercado & Matthew Walker, 2012. "The Value of Environmental Social Responsibility to Facility Managers: Revealing the Perceptions and Motives for Adopting ESR," Journal of Business Ethics, Springer, vol. 110(3), pages 269-284, October.
    3. Mathew Thomas Gil & Jayanth Jacob, 2018. "The relationship between green perceived quality and green purchase intention: a three-path mediation approach using green satisfaction and green trust," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 15(3), pages 301-319.
    4. Paul A. Pavlou & David Gefen, 2004. "Building Effective Online Marketplaces with Institution-Based Trust," Information Systems Research, INFORMS, vol. 15(1), pages 37-59, March.
    5. Yu-Shan Chen & Ching-Ying Lin & Chia-Sui Weng, 2015. "The Influence of Environmental Friendliness on Green Trust: The Mediation Effects of Green Satisfaction and Green Perceived Quality," Sustainability, MDPI, vol. 7(8), pages 1-18, July.
    6. Yu-Shan Chen, 2010. "The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust," Journal of Business Ethics, Springer, vol. 93(2), pages 307-319, May.
    7. Ching-Hsun Chang & Yu-Shan Chen, 2014. "Managing green brand equity: the perspective of perceived risk theory," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1753-1768, May.
    8. Ronnie Cheung & Aris Y.C. Lam & Mei Mei Lau, 2015. "Drivers of green product adoption: the role of green perceived value, green trust and perceived quality," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(3), pages 232-245, June.
    9. Yu‐Shan Chen, 2013. "Towards green loyalty: driving from green perceived value, green satisfaction, and green trust," Sustainable Development, John Wiley & Sons, Ltd., vol. 21(5), pages 294-308, September.
    10. Hoyer, Wayne D & Brown, Steven P, 1990. "Effects of Brand Awareness on Choice for a Common, Repeat-Purchase Product," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(2), pages 141-148, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Ahmed Hassan Abdou & Thowayeb H. Hassan & Amany E. Salem & Azzam Ibrahem Albakhit & Muhanna Yousef Almakhayitah & Wagih Salama, 2022. "The Nexus between Environmentally Sustainable Practices, Green Satisfaction, and Customer Citizenship Behavior in Eco-Friendly Hotels: Social Exchange Theory Perspective," Sustainability, MDPI, vol. 14(19), pages 1-20, October.
    2. Magdy El-Sayed Hashish & Ahmed Hassan Abdou & Shaimaa Abo Khangar Mohamed & Ahmed Saleh Abo Elenain & Wagih Salama, 2022. "The Nexus between Green Perceived Quality, Green Satisfaction, Green Trust, and Customers’ Green Behavioral Intentions in Eco-Friendly Hotels: A Structural Equation Modeling Approach," IJERPH, MDPI, vol. 19(23), pages 1-21, December.
    3. Xiaoxu Dong & Huawei Zhao & Tiancai Li, 2022. "The Role of Live-Streaming E-Commerce on Consumers’ Purchasing Intention regarding Green Agricultural Products," Sustainability, MDPI, vol. 14(7), pages 1-13, April.
    4. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2022. "Green Marketing: Drivers in the Process of Buying Green Products—The Role of Green Satisfaction, Green Trust, Green WOM and Green Perceived Value," Sustainability, MDPI, vol. 14(17), pages 1-17, August.
    5. Raja Mazhar Hameed & Abdul Rafae Mazhar Raja, 2023. "The Impact of Green Awareness on Green Purchase Intentions with Mediating Effect of Green Trust: A Consumer Perspective," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 60-67.
    6. Tuğba Yeğin & Muhammad Ikram, 2022. "Analysis of Consumers’ Electric Vehicle Purchase Intentions: An Expansion of the Theory of Planned Behavior," Sustainability, MDPI, vol. 14(19), pages 1-27, September.
    7. Mohammad Nurul Alam & Osarodion Ogiemwonyi & Ibrahim. E. Hago & Noor Azlinna Azizan & Fariza Hashim & Md Sazzad Hossain, 2023. "Understanding Consumer Environmental Ethics and the Willingness to Use Green Products," SAGE Open, , vol. 13(1), pages 21582440221, January.
    8. Hyunsoo Kim & Chang Won Lee, 2018. "The Effects of Customer Perception and Participation in Sustainable Supply Chain Management: A Smartphone Industry Study," Sustainability, MDPI, vol. 10(7), pages 1-19, July.
    9. Ki-Hoon Lee & Minwoo Lee & Nuwan Gunarathne, 2019. "Do green awards and certifications matter? Consumers’ perceptions, green behavioral intentions, and economic implications for the hotel industry: A Sri Lankan perspective," Tourism Economics, , vol. 25(4), pages 593-612, June.
    10. Yu-Shan Chen & Yu-Hsien Lin & Ching-Ying Lin & Chih-Wei Chang, 2015. "Enhancing Green Absorptive Capacity, Green Dynamic Capacities and Green Service Innovation to Improve Firm Performance: An Analysis of Structural Equation Modeling (SEM)," Sustainability, MDPI, vol. 7(11), pages 1-19, November.
    11. Pankaj Tiwari, 2023. "Influence of the Green Brand Image on the Green Word of Mouth of Millennials: a Mediation Study on Banks," Public Organization Review, Springer, vol. 23(1), pages 59-78, March.
    12. Gangwei Cai & Min Zhang & Xiandu Zhang & Huijian Xi & Zhong Chen & Chao Liu & Kang Liu & Ke Liu & Shiwen Xu & Zuoping Yu, 2023. "Promoting Green Buildings and Low-Carbon Design Strategies of Green B&B Rooms for Sustainable Tourism after COVID-19," Land, MDPI, vol. 12(3), pages 1-17, March.
    13. Muhammad Ishtiaq Ishaq & Eleonora Di Maria, 2020. "Sustainability countenance in brand equity: a critical review and future research directions," Journal of Brand Management, Palgrave Macmillan, vol. 27(1), pages 15-34, January.
    14. Tai-Wei Chang & Fei-Fan Chen & Hua-Dong Luan & Yu-Shan Chen, 2019. "Effect of Green Organizational Identity, Green Shared Vision, and Organizational Citizenship Behavior for the Environment on Green Product Development Performance," Sustainability, MDPI, vol. 11(3), pages 1-17, January.
    15. Yu-Shan Chen & Tai-Wei Chang & Hung-Xin Li & Ying-Rong Chen, 2020. "The Influence of Green Brand Affect on Green Purchase Intentions: The Mediation Effects of Green Brand Associations and Green Brand Attitude," IJERPH, MDPI, vol. 17(11), pages 1-17, June.
    16. Xin, Yongrong & Long, Dengjie, 2023. "Linking eco-label knowledge and sustainable consumption of renewable energy: A roadmap towards green revolution," Renewable Energy, Elsevier, vol. 207(C), pages 531-538.
    17. Ching-Hsun Chang & Yu-Shan Chen, 2014. "Managing green brand equity: the perspective of perceived risk theory," Quality & Quantity: International Journal of Methodology, Springer, vol. 48(3), pages 1753-1768, May.
    18. Abdullah Al Mamun & Naeem Hayat & Muhammad Mohiuddin & Anas A. Salameh & Syed Shah Alam, 2023. "Green Gardening Practices Among Urban Botanists: Using the Value-Belief-Norm Model," SAGE Open, , vol. 13(3), pages 21582440231, July.
    19. Yu-Shan Chen & Tai-Wei Chang & Chun-Yu Lin & Pi-Yu Lai & Kuan-Hung Wang, 2016. "The Influence of Proactive Green Innovation and Reactive Green Innovation on Green Product Development Performance: The Mediation Role of Green Creativity," Sustainability, MDPI, vol. 8(10), pages 1-12, September.
    20. Jose Antonio Román-Augusto & Camila Garrido-Lecca-Vera & Manuel Luis Lodeiros-Zubiria & Martin Mauricio-Andia, 2023. "How to Reach Green Word of Mouth through Green Trust, Green Perceived Value and Green Satisfaction," Data, MDPI, vol. 8(2), pages 1-8, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:15:y:2023:i:17:p:13121-:d:1229964. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.