Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth
Abstract
:1. Introduction
2. Literature Review
2.1. Green Marketing Mix
2.2. Green Brand Trust
2.3. Green Buying Behavior
2.4. Green eWOM
3. Hypothesis Development
3.1. Green Marketing Products and Green Brand Customer Trust
3.2. Green Marketing Price and Customer Green Brand Trust
3.3. Green Marketing Promotion and Customer Green Brand Trust
3.4. Customer Green Brand Trust and Green Buying Behavior
3.5. Green Buying Behavior and eWOM
3.6. Green Marketing Mix, Customer Green Buying Behavior, and Green Brand Trust
3.7. The Green Marketing Mix Influences Customer Green Brand Trust and eWOM
3.8. Customer Green Brand Trust, Customer Green Buying Behavior and eWOM
4. Methodology
4.1. Research Design
4.2. Measurement
5. Results
5.1. Measurement Model
5.2. Structural Results
5.3. Mediation Effect
6. Discussion
6.1. Key Finding
6.2. Theoretical Implications
6.3. Practical Implications
6.4. Conclusions
6.5. Limitations and Future Study Directions
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Acknowledgments
Conflicts of Interest
References
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Demographic Items | Frequency | Percentage (%) |
---|---|---|
Gender | ||
Male | 421 | 47.3 |
Female | 469 | 52.7 |
Age | ||
17–25 years old | 235 | 28.9 |
26–45 years old | 237 | 46.6 |
45–55 years old | 266 | 29.9 |
>55 years old | 152 | 17.1 |
Education | ||
Senior high school and below | 348 | 39.1 |
Undergraduate degree | 327 | 36.7 |
Graduate degree | 215 | 24.2 |
Purchase Yum Holdings’ products | ||
One to two times | 127 | 21.1 |
Two to five times | 415 | 35.6 |
More than five times | 218 | 43.3 |
Constructs | MLE Estimate Factor Loading | Composite Reliability (CR) | Average of Variance Extracted (AVE) | Cronbach’s α |
---|---|---|---|---|
Green price | 0.932 | 0.661 | 0.928 | |
Yum China Holdings’ products meet the environmental regulations. | 0.821 | |||
Yum China Holdings’ products use the smallest amounts of resources and energy. | 0.816 | |||
Yum China Holdings’ products are simple to recycle, dismantle, and reuse. | 0.861 | |||
I am interested in the environmental impact generated. | 0.867 | |||
I care about the production process of what I consume. | 0.829 | |||
I feel more attracted to products that care for the environment. | 0.778 | |||
I mostly use products that can be recycled or reused. | 0.783 | |||
Green product | 0.840 | 0.567 | 0.942 | |
The price of the brand Yum China Holdings is acceptable. | 0.768 | |||
The price of the brand Yum China Holdings is fair. | 0.789 | |||
The price of the brand Yum China Holdings is reasonable. | 0.726 | |||
I am willing to buy organic products, but I am not willing to pay more for them. | 0.728 | |||
Green promotion | 0.935 | 0.744 | 0.873 | |
Yum China Holdings provides a lot of information about its green products in its advertisements. | 0.866 | |||
Yum China Holdings offers special promotions and deals to people who purchase its green products. | 0.974 | |||
I have read about this Yum China Holdings green products in newspaper articles. | 0.761 | |||
The advertising of Yum China Holdings green products is attractive. | 0.941 | |||
The advertisements (and information) for Yum China Holdings’ green products are frequently shown. | 0.747 | |||
Customer green brand trust | 0.909 | 0.669 | 0.902 | |
I trust Yum China Holdings’ environmental commitments. | 0.896 | |||
Yum China Holdings’ environmental performance is acceptable. | 0.818 | |||
Yum China Holdings’ environmental commitment is trustworthy. | 0.900 | |||
Yum China Holdings’ environmental concern meets our expectations. | 0.707 | |||
Yum China Holdings keeps promises for environmental protection. | 0.749 | |||
Green purchase behavior | 0.924 | 0.670 | 0.923 | |
Green marketing practices positively affect my attitude toward the products. | 0.783 | |||
I prefer products which cause less pollution. | 0.774 | |||
I prefer to buy products that are made from recycled materials. | 0.867 | |||
I switched products for ecological reasons. | 0.886 | |||
I always buy products which have the minimum impact on people and the environment. | 0.844 | |||
I prefer buying products which can be recycled. | 0.747 | |||
I prefer to buy energy-efficient products. | 0.771 | |||
eWOM | 0.885 | 0.565 | 0.885 | |
I am likely to say good things about a value-added Yum China Holdings’ product. | 0.702 | |||
I would recommend a value-added Yum China Holdings’ product. | 0.704 | |||
I would inform myself through ecological means or promotional tools that minimize the environmental impact. | 0.854 | |||
I would encourage friends and relatives who wish to buy green products. | 0.832 | |||
I generally regard my family, friends, and neighbors as a good source of advice about green products. | 0.743 | |||
I would post positively about green products on social media. | 0.652 |
Constructs | Mean | SD | PR | PI | PT | TR | GB | WO |
---|---|---|---|---|---|---|---|---|
PR | 5.40 | 1.06 | 0.813 | |||||
PI | 5.53 | 1.09 | 0.676 ** | 0.753 | ||||
PT | 5.58 | 1.06 | 0.682 ** | 0.769 ** | 0.862 | |||
TR | 5.09 | 1.10 | 0.706 ** | 0.643 ** | 0.706 ** | 0.817 | ||
GB | 5.39 | 1.11 | 0.734 ** | 0.825 ** | 0.744 ** | 0.688 ** | 0.818 | |
WO | 5.34 | 1.08 | 0.681 ** | 0.703 ** | 0.693 ** | 0.648 ** | 0.803 ** | 0.751 |
Direct Effect | β | t | 95% CI | |||
---|---|---|---|---|---|---|
Green product | → | Green buying behavior | 0.520 | 15.535 *** | (0.454, 0.586) | |
Green price | → | Green buying behavior | 0.666 | 26.766 *** | (0.617, 0.715) | |
Green promotion | → | Green buying behavior | 0.540 | 17.587 *** | (0.480, 0.600) | |
Green product | → | eWOM | 0.459 | 12.840 *** | (0.389, 0.529) | |
Green price | → | eWOM | 0.487 | 15.833 *** | (0.427, 0.548) | |
Green promotion | → | eWOM | 0.484 | 14.671 *** | (0.419, 0.549) | |
Customer green trust | → | eWOM | 0.180 | 6.409 *** | (0.125, 0.236) | |
Indirect effect | β | SE | 95% CI | |||
Green product | → | Customer green trust | Green buying behavior | 0.251 | 0.034 | (0.183, 0.317) |
Green price | → | Customer green trust | Green buying behavior | 0.176 | 0.023 | (0.113, 0.223) |
Green promotion | → | Customer green trust | Green buying behavior | 0.242 | 0.030 | (0.183, 0.317) |
Green product | → | Customer green trust | eWOM | 0.242 | 0.037 | (0.169, 0.312) |
Green price | → | Customer green trust | eWOM | 0.215 | 0.028 | (0.162, 0.271) |
Green promotion | → | Customer green trust | eWOM | 0.230 | 0.032 | (0.170, 0.296) |
Customer green trust | → | Green buying behavior | eWOM | 0.461 | 0.033 | (0.396, 0.528) |
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Cai, S.; Liu, Y.; Aduldecha, S.; Junaidi, J. Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth. Sustainability 2025, 17, 2360. https://doi.org/10.3390/su17062360
Cai S, Liu Y, Aduldecha S, Junaidi J. Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth. Sustainability. 2025; 17(6):2360. https://doi.org/10.3390/su17062360
Chicago/Turabian StyleCai, Songbo, Yaoping Liu, Sukhon Aduldecha, and Junaidi Junaidi. 2025. "Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth" Sustainability 17, no. 6: 2360. https://doi.org/10.3390/su17062360
APA StyleCai, S., Liu, Y., Aduldecha, S., & Junaidi, J. (2025). Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth. Sustainability, 17(6), 2360. https://doi.org/10.3390/su17062360