IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v16y2024i8p3126-d1372647.html
   My bibliography  Save this article

The Impact of Eco-Friendly Practices on Generation Z’s Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop

Author

Listed:
  • Ju-Hee Ko

    (Department of Leisure and Recreation, Sangji University-Wonju, Wonju 26339, Republic of Korea)

  • Hyeon-Mo Jeon

    (Department of Hotel, Tourism, and Foodservice Management, Dongguk University-Gyeongju, Gyeongju 38066, Republic of Korea)

Abstract

This study examined eco-friendly practices (EFPs), green image, and brand attachment to identify antecedents that affect coffee shop consumers’ brand advocacy and brand loyalty, targeting Generation Z, who are emerging as the primary agents of eco-friendly consumption. In particular, we applied only the tangible EFPs that consumers can observe to identify a clear relationship between perceptions of EFPs and consumer behavior. This is the most significant difference from previous studies. In this study, 287 people who responded that they had visited Starbucks, which was selected as the coffee shop brand to be investigated through a pilot test, were used as a sample. As a result of the verification, EFPs demonstrated a positive influence on green image and brand attachment, and green image appeared to have a positive effect on brand attachment. Brand attachment was confirmed to be an antecedent that strengthens brand advocacy and brand loyalty. This study contributes to the literature on environmental friendliness in the hospitality industry and can be used to establish sustainable, eco-friendly marketing strategies in the food service business.

Suggested Citation

  • Ju-Hee Ko & Hyeon-Mo Jeon, 2024. "The Impact of Eco-Friendly Practices on Generation Z’s Green Image, Brand Attachment, Brand Advocacy, and Brand Loyalty in Coffee Shop," Sustainability, MDPI, vol. 16(8), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:16:y:2024:i:8:p:3126-:d:1372647
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/16/8/3126/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/16/8/3126/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Ahmad Aljarah & Bassam Dalal & Blend Ibrahim & Eva Lahuerta-Otero, 2022. "The attribution effects of CSR motivations on brand advocacy: psychological distance matters!," The Service Industries Journal, Taylor & Francis Journals, vol. 42(7-8), pages 583-605, June.
    2. Yu-Shan Chen & Shyh-Bao Lai & Chao-Tung Wen, 2006. "The Influence of Green Innovation Performance on Corporate Advantage in Taiwan," Journal of Business Ethics, Springer, vol. 67(4), pages 331-339, September.
    3. Steven M. Shugan, 2005. "Brand Loyalty Programs: Are They Shams?," Marketing Science, INFORMS, vol. 24(2), pages 185-193.
    4. Xingqiang Du, 2015. "How the Market Values Greenwashing? Evidence from China," Journal of Business Ethics, Springer, vol. 128(3), pages 547-574, May.
    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. Hu, Yi & Jin, Shuchang & Ni, Juan & Peng, Kai & Zhang, Lei, 2023. "Strategic or substantive green innovation: How do non-green firms respond to green credit policy?," Economic Modelling, Elsevier, vol. 126(C).
    2. Ge-zhi Wu & Da-ming You, 2021. ""Stabilizer" or "catalyst"? How green technology innovation affects the risk of stock price crashes: an analysis based on the quantity and quality of patents," Papers 2106.16177, arXiv.org, revised Aug 2021.
    3. Aparna Sundar & James J. Kellaris, 2017. "How Logo Colors Influence Shoppers’ Judgments of Retailer Ethicality: The Mediating Role of Perceived Eco-Friendliness," Journal of Business Ethics, Springer, vol. 146(3), pages 685-701, December.
    4. Vitaliy Roud & Thomas Wolfgang Thurner, 2018. "The Influence of State‐Ownership on Eco‐Innovations in Russian Manufacturing Firms," Journal of Industrial Ecology, Yale University, vol. 22(5), pages 1213-1227, October.
    5. Carmen Adriana Gheorghe & Roxana Matefi, 2021. "Sustainability and Transparency—Necessary Conditions for the Transition from Fast to Slow Fashion: Zara Join Life Collection’s Analysis," Sustainability, MDPI, vol. 13(19), pages 1-16, October.
    6. Ru-Jen Lin & Rong-Huei Chen & Thao-Minh Ho, 2013. "Market Demand, Green Innovation, and Firm Performance: Evidence from Hybrid Vehicle Industry," Diversity, Technology, and Innovation for Operational Competitiveness: Proceedings of the 2013 International Conference on Technology Innovation and Industrial Management,, ToKnowPress.
    7. Xueyang Wang & Xiumei Sun & Haotian Zhang & Chaokai Xue, 2022. "Digital Economy Development and Urban Green Innovation CA-Pability: Based on Panel Data of 274 Prefecture-Level Cities in China," Sustainability, MDPI, vol. 14(5), pages 1-21, March.
    8. Ali Saleh Alshebami, 2021. "Evaluating the relevance of green banking practices on Saudi Banks’ green image: The mediating effect of employees’ green behaviour," Journal of Banking Regulation, Palgrave Macmillan, vol. 22(4), pages 275-286, December.
    9. Deming Dai & Yujia Xue, 2022. "The Impact of Green Innovation on a Firm’s Value from the Perspective of Enterprise Life Cycles," Sustainability, MDPI, vol. 14(3), pages 1-19, January.
    10. Abu Elnasr E. Sobaih & Ahmed Hasanein & Ibrahim Elshaer, 2020. "Influences of Green Human Resources Management on Environmental Performance in Small Lodging Enterprises: The Role of Green Innovation," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    11. Liangdong Lu & Mengyao Wang & Jia Xu, 2023. "How to Keep Investors’ Confidence after Being Labeled as Polluting Firms: The Role of External Political Ties and Internal Green Innovation Capabilities," Sustainability, MDPI, vol. 15(17), pages 1-19, September.
    12. Kalaivani Jayaraman & Sreenivasan Jayashree & Magiswary Dorasamy, 2023. "The Effects of Green Innovations in Organizations: Influence of Stakeholders," Sustainability, MDPI, vol. 15(2), pages 1-13, January.
    13. Zelong Wei & Hao Shen & Kevin Zheng Zhou & Julie Juan Li, 2017. "How Does Environmental Corporate Social Responsibility Matter in a Dysfunctional Institutional Environment? Evidence from China," Journal of Business Ethics, Springer, vol. 140(2), pages 209-223, January.
    14. Kang, Jun & Alejandro, Thomas Brashear & Groza, Mark D., 2015. "Customer–company identification and the effectiveness of loyalty programs," Journal of Business Research, Elsevier, vol. 68(2), pages 464-471.
    15. Yu Wang & Yetaotao Qiu & Yi Luo, 2022. "CEO foreign experience and corporate sustainable development: Evidence from China," Business Strategy and the Environment, Wiley Blackwell, vol. 31(5), pages 2036-2051, July.
    16. Wei Li & Weining Li & Veikko Seppänen & Timo Koivumäki, 2022. "How and when does perceived greenwashing affect employees' job performance? Evidence from China," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(5), pages 1722-1735, September.
    17. Yuxuan Li & Xin Miao & Dequan Zheng & Yanhong Tang, 2019. "Corporate Public Transparency on Financial Performance: The Moderating Role of Political Embeddedness," Sustainability, MDPI, vol. 11(19), pages 1-17, October.
    18. Marcela Marçal Alves Pinto & João Luiz Kovaleski & Rui Tadashi Yoshino & Regina Negri Pagani, 2019. "Knowledge and Technology Transfer Influencing the Process of Innovation in Green Supply Chain Management: A Multicriteria Model Based on the DEMATEL Method," Sustainability, MDPI, vol. 11(12), pages 1-33, June.
    19. Dewani, Prem Prakash & Sinha, Piyush Kumar & Mathur, Sameer, 2016. "Role of gratitude and obligation in long term customer relationships," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 143-156.
    20. Yu-Shan Chen & Ching-Hsun Chang, 2013. "Enhance environmental commitments and green intangible assets toward green competitive advantages: an analysis of structural equation modeling (SEM)," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(1), pages 529-543, 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:16:y:2024:i:8:p:3126-:d:1372647. 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.