Do Green Practices and Green Image Promote Consumers' Participation in Social Network Sites (SNS)?

Keywords

affective commitment; green brand image; Green practices; SNS participation; trust

Abstract

This study attempts to understand how green practices and green brand image affect trust, affective commitment, and active participation in social network sites (SNS). Using social exchange theory, social identity theory, and halo effect, the study proposes that green practices and green image will influence relational variables (trust and affective commitment) and active participation in SNS. The data collection was done from members of an online survey panel. We analyzed the data with SmartPLS 4. The study finding shows that green practices have a positive impact on green brand image. Green practices and green brand image are found to positively influence trust, affective commitment, and active participation in SNS. The study finds that affective commitment fully mediates the relationship between trust and active participation in SNS, highlighting the important role of affective commitment in spreading positive word-of-mouth.

Publication Date

6-2023

Original Citation

Cho, B.-K., Park, J.-Y., & Lee, Y.-K. (2023). Do green practices and green image promote consumers’ participation in social network sites (SNS)? Journal of Hospitality Marketing & Management, 32(5), 631–648. https://doi.org/10.1080/19368623.2023.2191595

Document Type

Paper

Language

English

Source Title

Journal of Hospitality Marketing and Management

Volume

32

Issue

5

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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