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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

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  • 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
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    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.
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    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.
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    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.
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