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Article

Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth

by
Songbo Cai
1,
Yaoping Liu
2,*,
Sukhon Aduldecha
1 and
Junaidi Junaidi
3
1
Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok 10120, Thailand
2
Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok 10120, Thailand
3
Department of Accounting, Universitas Muhammadiyah Palopo, Palopo 91923, Indonesia
*
Author to whom correspondence should be addressed.
Sustainability 2025, 17(6), 2360; https://doi.org/10.3390/su17062360
Submission received: 20 January 2025 / Revised: 4 March 2025 / Accepted: 6 March 2025 / Published: 7 March 2025
(This article belongs to the Special Issue Advances in Business Model Innovation and Corporate Sustainability)
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Abstract

This study explores how the green marketing mix affects customer green brand trust, customer green buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM) and mediation analysis were applied to validate the research hypotheses. As customer demand for environmentally sustainable products grows, green marketing mix has a positive and significant effect on customer green brand trust. Furthermore, customer green brand trust also significantly influences customer green buying behavior and eWOM as a predictor and mediator. It means that customer green brand trust is a fundamental effect of eWOM, with trust fostering positive online reviews, recommendations, and advocacy from customers. Businesses can also make the most of eWOM by developing feedback-friendly channels, such as product review pages and social media campaigns, and rewarding consumers who post about their satisfying online experiences. The companies should not only concentrate on increasing sales through environmentally sustainable product purchasing practices, but also on giving clients a feeling of community and integrating them into a larger sustainability movement. It will offer useful advice for marketers looking to improve their green marketing tactics and promote sustainable consumption by successfully gaining the trust of their target audience and using eWOM as a tactical instrument for brand advocacy.

1. Introduction

Today, most countries worldwide are experiencing rapid population growth and changing consumption patterns, leading to a significant increase in waste generation. Consequently, waste management has become an urgent issue, requiring a sustainable approach to mitigate its impact on public health and the environment [1,2]. Environmental exploitation and rising consumer demands have further intensified concerns over plastic pollution, which is harmful to ecosystems and contributes to climate change. Many countries, particularly in developing regions, lack the necessary infrastructure to effectively manage and recycle plastic waste, worsening the global crisis. Some nations are introducing regulations on plastic production, investing in advanced recycling technologies, and promoting sustainability products toward a green marketing mix [3,4,5]. With urgent intervention from governments and industries, green marketing plays a crucial role in encouraging companies to adopt sustainable practices. Despite this, green marketing remains a powerful tool for raising awareness and driving businesses toward effective solutions to environmental challenges, fostering a more sustainable future. Companies that fail to demonstrate that their products comply with environmental regulations and standards contribute to the growing issues of greenwashing [6,7].
Green marketing refers to the promotion of products or services based on environmental benefits, such as sustainability and reduced environmental impact, often aligned with the principles of reducing, reusing, and recycling products [8,9,10]. This approach can help raise environmental awareness among consumers and serve as a strategic advantage for corporations. Globally, a majority of consumers are willing to pay a premium for sustainable brands and eco-friendly products [11,12]. However, consumer behavior differs between developed and developing countries. For instance, Western consumers tend to be more willing to pay higher prices for sustainable products compared to consumers in emerging markets [13,14]. While green marketing has successfully driven higher sales, businesses often face challenges such as greenwashing, where companies exaggerate or falsely report on their environmental efforts to attract customers. This challenge has led businesses to adopt more transparent and credible green marketing strategies that not only highlight environmental benefits, but also align with the growing trend of sustainable and healthier lifestyles, both online and offline.
Both service-dominant logic (S-D Logic) and the green marketing mix (4Ps: Product, Price, Place, Promotion) aim to create value for customers [5,15,16]. However, while S-D Logic emphasizes value co-creation, where customers actively shape their experiences, the traditional marketing mix focuses on firm-controlled strategies [8,17,18]. This distinction is particularly relevant in green marketing, where sustainability requires a more interactive and trust-based relationship between businesses and consumers. Social media have become a powerful platform for obtaining trustworthy information about a company and serve as an effective marketing tool for attracting environmentally conscious consumers. These channels facilitate customer information sharing and promote a company’s commitment to environmental sustainability [10,15]. In China, rapid economic growth and rising environmental concerns have driven green marketing efforts, particularly in the food, beverage, and consumer goods industries [19,20]. Chinese consumers are becoming increasingly aware of environmental issues, yet there remains a gap between awareness and actual behavior. Price sensitivity and convenience often take precedence over environmental considerations, making recycling and reuse practices more urgent. To bridge this gap, companies must focus on competitive pricing and perceived product quality from the consumer’s perspective [21]. Additionally, variations in consumer behavior across regions including price sensitivity and limited understanding of eco-labels can affect the success of green marketing campaigns.
Although existing research has examined various aspects of the green marketing mix that promote innovative business and marketing, improvisational consumers’ behavior toward green marketing mix has not been adequately investigated and fails to bridge the gap between consumer trust and actual green product purchasing behavior. This is due to factors such as price sensitivity, product attributes, and environmental concerns, particularly because much of the existing research primarily focuses on developed countries like the United States and Europe, without considering emerging markets such as China or India [13,22]. In addition, corporate motivations behind green marketing strategies often receive insufficient attention. Some companies adopt green initiatives primarily for public relation benefits rather than out of a genuine commitment to environmental sustainability. Moreover, many studies concentrate on specific product categories, such as organic food or energy-efficient appliances, which may not fully represent the broader range of industries employing green marketing strategies.
Given these gaps, a critical question arises: how does the green marketing mix influence customer green trust, behavior, and electronic word-of-mouth (eWOM)? This study examines the elements of the green marketing mix and their role in shaping consumer perceptions, trust, and purchasing decisions. It provides valuable insights into how businesses can effectively implement green marketing strategies to foster consumer trust, drive sustainable purchasing behavior, and encourage positive eWOM. The findings aim to contribute to the literature by offering a comprehensive perspective on the impact of green marketing strategies across different markets and industries.
This study provides valuable insights into how companies can effectively align their marketing strategies with consumer sustainability values. Understanding whether consumers’ positive perceptions of a company’s environmental efforts lead to increased product adoption is crucial for businesses seeking to capitalize on the growing demand for sustainable products. Furthermore, examining the relationship between green trust and consumer behavior offers a deeper understanding of how trust influences actual purchasing decisions, beyond mere purchase intentions. Identifying key factors such as product attributes, pricing, and environmental claims that encourage consumers to engage in positive eWOM is essential. These insights can help businesses enhance their green marketing strategies, better meet consumer expectations, and foster long-term, sustainable customer relationships.
The manuscript is structured as follows. The Section 2 presents the literature review, followed by the hypothesis development in Section 3. Section 4 outlines the methodology, including the research design and data analysis. Section 5 presents the study’s results, while Section 6 discusses the key findings, research contributions, and conclusions. Finally, the Section 6.5 addresses the study’s limitations and provides directions for future research.

2. Literature Review

2.1. Green Marketing Mix

The green marketing mix was initially introduced in 1989 to measure a company’s commitment to the “green” concept and turn it into a marketing strategy [23]. The management processes of recognizing, anticipating, and satisfying consumer and societal requirements in a profitable and sustainable way are all part of green marketing, also known as sustainable marketing [1]. It includes tactics aimed at resolving green or environmental concerns such as providing eco-friendly products that raise societal well-being [19]. Products are the central component of the green marketing mix, which also includes materials, production methods, and packaging. Green products are those made with non-toxic materials and environmental protection techniques that have been approved by regulatory bodies [24] and embrace the 3R principles, namely recycling, reusing, and reducing packaging materials [25]. Pricing is also crucial, since encouraging sustainable consumption requires that green items be reasonably priced. Lastly, providing factual information about eco-friendly items through corporate communications and advertisements that highlight the connection between products and environmental sustainability is known as “green promotion”.
Green marketing and consumer behavior theory are closely linked, as understanding consumer behavior is essential for effectively implementing green marketing strategies. Consumer behavior theory examines how individuals make purchasing decisions, considering psychological, social, and emotional factors that influence their choices [26,27]. In the context of green marketing, this theory helps marketers understand how to appeal to consumers’ values, preferences, and attitudes toward sustainability and environmental responsibility. Companies must recognize how consumers perceive the environmental impact of products and services to develop effective marketing strategies. Hence, companies can leverage consumer behavior insights to tailor messaging for different market segments [28,29]. For instance, for environmentally conscious consumers, marketing efforts might emphasize a product’s ecological benefits, whereas, for consumers with utilitarian motives, messaging might focus on long-term cost savings or functional advantages.
As greenwashing remains a concern, brands must build consumer trust through transparent claims, third-party certifications, and clear communication about the actual environmental impact of their products. Trust is essential for overcoming skepticism and influencing consumers’ decisions to choose green products [6,11,18]. Highlighting how others in a consumer’s social circle or society at large are embracing green products can reinforce social norms and encourage adoption. Companies can address these challenges by offering affordable eco-friendly alternatives, providing educational resources, and enhancing convenience consumers through user-friendly packaging [30,31]. By integrating consumer behavior theory and green marketing, companies can develop more effective strategies that align with consumers’ environmental values and concerns on green purchasing behavior. It has a strong correlation with consumer engagement and green electronic word-of-mouth (eWOM). This advocacy strengthens corporate reputation and extends its influence through direct interactions and social media platforms, ultimately driving broader adoption of sustainable products [8,32,33].

2.2. Green Brand Trust

Green brand trust is the degree to which a customer believes that a brand is dedicated to environmental sustainability and upholds eco-friendly statements, that is, the idea that a company actually values sustainability instead of using dishonest tactics like “greenwashing” [34,35]. Customer behavior and electronic word-of-mouth (eWOM) emerge when customers believe that a company’s environmental pledges and its actual practices are consistent [36]. A crucial factor in determining transparency, trustworthiness, and dependability in sustainability promises is environmental responsibility, which is how green brand trust builds upon traditional brands [16]. Foundational studies on green brand trust reveal that greenwashing negatively affects green trust [37,38]. Customers’ trust in a business greatly increases with positive electronic word-of-mouth (eWOM), including boosting a brand’s legitimacy and influencing other customers’ preference on green products. It demonstrates that customers are more prepared to pay for green items when they trust green brands. Customers who trust a green brand are more likely to continue engaging with it, even if the prices are slightly higher. It follows that companies must ensure that their marketing claims and their real sustainability actions are congruent in order to build and maintain consumers’ trust in green brands.

2.3. Green Buying Behavior

Green buying behavior describes the choices made by customers that favor eco-friendly goods that reduce environmental damage. It entails choosing products and services according to sustainability criteria, like sustainable packaging, energy efficiency, recyclable materials, and lower carbon footprints [39,40]. The customer’s dedication is crucial to minimizing consumption’s impact on the environment and the welfare of society toward purchasing decisions. Some elements, such as social influence, brand trust, personal beliefs, and environmental awareness have a positive effect on customers’ green buying behavior [41]. Customers typically give ethical issues top priority and favor companies that exhibit true environmental responsibility [42]. This behavior also exhibits a correlation with green consumerism, sustainable consumption, corporate social responsibility (CSR), and customer social responsibility (CnSR) [43]. Customers usually choose green products; however, the purchasing decisions are impacted by elements like price, availability, and perceived product quality. It implies that customers are more inclined to buy a brand’s environmentally friendly items when they believe its sustainability promises. It also facilitates peer recommendations, social media discussions, and cultural norms [44]. Customers who perceive strong social support for sustainable consumption are more likely to adopt green purchasing habits.

2.4. Green eWOM

Green electronic word-of-mouth, or green eWOM, is the term used to describe online debates, evaluations, and suggestions on sustainable practices, eco-friendly brands, and products [45,46]. Customers use online forums, blogs, social media, and e-commerce review areas to express their preference regarding eco-friendly items [29,47]. Because eWOM is accessible and permanent in the digital realm, it has a greater influence on customer decision-making than traditional word-of-mouth (WOM) [48]. Given that internet recommendations are frequently regarded as more reliable than corporate advertising, it is evident that green eWOM is essential in influencing customer attitudes. Customers are more likely to believe user-generated content, expert comments, and peer reviews when assessing the veracity of a brand’s environmental promises [49]. This phenomenon is particularly relevant in the context of green marketing, where skepticism about greenwashing (false sustainability claims) can undermine customer trust [45,46]. It implies that the source of eWOM such as friends, experts, or credible influencers play a crucial role in influencing customer behavior.

3. Hypothesis Development

3.1. Green Marketing Products and Green Brand Customer Trust

The relationship between green marketing and customer trust is critical, as it directly influences how consumers perceive a company’s environmental claims [1,34,50]. Green marketing plays a significant role in shaping customer green brand trust by promoting sustainable practices such as using renewable materials, reducing carbon emissions, and ensuring ethical sourcing. Consumers who prioritize environmental values are more likely to develop trust in brands that align with their sustainability concerns [5,19,34]. Prior studies suggest that the green brand trust is genuinely committed to sustainability rather than engaging in ‘greenwashing’ practices and portraying environmentally friendly products [6,51]. Furthermore, clear and honest communication about a product’s environmental benefits reinforces consumer confidence and fosters long-term customer green brand trust [36,52,53]. Green brand trust refers to consumers’ confidence in a brand’s environmental claims, sustainability efforts, and ethical practices [11,36,54]. The theoretical frameworks explain the formation and impact of green brand trust, which develops when consumers perceive a brand as credible, reliable, and ethical [33,55]. In green marketing, trust is reinforced when a brand’s sustainability claims align with its actual practices in shaping consumer perceptions and fostering green brand trust. As environmental concerns grow, consumers increasingly demand transparency and authenticity from brands promoting sustainability [56]. Green marketing products play a critical role in shaping consumer perceptions and fostering green brand trust [57]. As environmental concerns grow, consumers increasingly demand transparency and authenticity from brands promoting sustainability [58,59]. Hence, green marketing products play an important role in influencing consumer green brand trust. It proves that green marketing has a dual impact on customer trust: it can enhance trust if perceived as being authentic and transparent or diminish it if consumers detect discrepancies between a brand’s claims and its actual environmental practices. Based on this, the hypothesis is:
H1. 
The more the green marketing products, the greater the trust in the green brand will be.

3.2. Green Marketing Price and Customer Green Brand Trust

The price of green products plays a crucial role in shaping customer trust, as it reflects the perceived value and authenticity of a product’s environmental benefits. Green products, often produced using sustainable materials and environmentally friendly product processes, typically incur higher production costs, which are passed on to consumers in the form of premium pricing [5,24]. The price of green products significantly influences customer green brand trust [60,61]. Therefore, a fair and transparent pricing strategy fosters trust by ensuring that the price aligns with the product’s environmental value rather than merely maximizing company profit [19,36]. While premium pricing may create a sense of exclusivity that appeals to certain eco-conscious consumers, it may also alienate those who are less affluent or unwilling to pay extra for sustainability. Consumers who recognize the justification behind premium pricing for green products are more likely to trust a brand’s environmental claims. When companies transparently communicate why green products cost more, such as using fair-trade materials or investing in carbon-neutral production, consumers perceive these efforts as authentic and credible, fostering green brand trust. However, if the price is perceived as unjustified or exploitative, it may weaken trust and lead to skepticism regarding a brand’s sustainability claims [62]. In addition, transparent communication about pricing explaining how costs are linked to eco-friendly materials, fair labor practices, or energy-efficient production can further strengthen consumer trust [39,63]. The green price may justify the green brand trust with clear explanations to foster long-term trust among consumers, also demonstrating a genuine commitment to sustainability products. Based on this, the hypothesis is:
H2. 
The green marketing price has a positive and significant effect on consumers’ green brand trust.

3.3. Green Marketing Promotion and Customer Green Brand Trust

Promotional strategies in green marketing play a vital role in shaping consumer trust by influencing how customers perceive a brand’s commitment to sustainability [23,33]. Promotions that emphasize environmental benefits such as discounts for eco-friendly practices (e.g., recycling or carpooling) play an important role in enhancing consumer green brand trust [1,54]. When companies integrate green promotions into their broader sustainability initiatives, they not only encourage consumers to purchase green products, but also strengthen the company credibility and brand image trust. When green marketing promotions are transparent, informative, and aligned with a company’s actual sustainability practices, it can enhance consumer brand trust. Consumers may become skeptical if a company advertises a “green” product during a sales campaign without providing credible evidence. This skepticism can lead to accusations of “greenwashing”, where brands exaggerate or fabricate environmental claims to attract eco-conscious consumers [55,56]. Hence, promotional campaigns that focus on price reductions without emphasizing the product’s sustainability benefits may raise doubts about the company’s commitment to environmental responsibility. This leads to the following hypothesis:
H3. 
The greater the green marketing promotion, the greater the green brand trust will be.

3.4. Customer Green Brand Trust and Green Buying Behavior

Trust is a key determinant of green consumers’ purchasing behavior, as it influences their willingness to buy environmentally sustainable products [13,62,63]. Consumers are more likely to purchase green products when they perceive a brand’s commitment to sustainability as genuine rather than as a mere attempt at capitalizing on the eco-friendly trend. It fosters confidence that a product meets environmental standards, such as being made from sustainable resources or having a minimal ecological footprint [59,60]. Transparent marketing strategies and consistent sustainability-driven actions may influence consumers’ green brand trust. As a result, trust acts as a catalyst, transforming environmentally conscious attitudes into green purchasing behaviors [34,40]. Conversely, when trust is low, consumers may hesitate to invest in green products, even if they align with their environmental values, due to concerns about being misled or purchasing items to meet the company’s sustainability claims [28,29].
Trust plays a crucial role in shaping how green consumers engage in electronic word-of-mouth (eWOM). The online exchange of opinions and experiences is a powerful tool for shaping consumer choices, particularly for eco-friendly products [28,61]. When consumers trust a brand’s sustainability efforts, environmental claims become a catalyst to share positive experiences on social media, review platforms, and online environmental communities. Hence, the customer green brand trust fosters consumers’ behavior and loyalty [38,40]. Consumers are more likely to recommend a product when they believe the company is genuinely committed to sustainability, leading to an increase in positive eWOM. These shared experiences not only enhance the brand’s reputation, but also strengthen its perceived reliability among potential buyers in terms of green purchasing behaviors. Based on this, the following hypothesis is proposed:
H4. 
The customer green brand trust has a positive and significant effect on customer green buying behavior.
H5. 
The customer green brand trust has a positive and significant effect on eWOM.

3.5. Green Buying Behavior and eWOM

Green buying behavior refers to consumers’ purchasing decisions that prioritize environmentally friendly products and sustainable practices. Customer green buying behavior significantly influences electronic word-of-mouth (eWOM). When individuals make eco-friendly purchases, they often share their experiences and product recommendations online, contributing to the spread of eWOM [24,64]. It reflects consumers’ commitment to reducing their environmental footprint by choosing products that align with their ecological values. This sharing behavior is particularly prevalent in the context of green products, where consumers feel motivated to inform others about their sustainable choices. Furthermore, the impact of the green buying behavior on eWOM is shaped by various factors, including altruistic and egoistic motivations and subjective norms [32,33,37]. Positive eWOM, such as recommendations from family and friends, strengthens consumers’ attitudes toward buying green products, ultimately increasing their purchase intentions. In addition, the green brand trust plays an important role in influencing customers’ green eWOM. Based on this, the following hypothesis is proposed:
H6. 
The higher the degree of green buying behavior, the greater the eWOM for the company’s brand will be.

3.6. Green Marketing Mix, Customer Green Buying Behavior, and Green Brand Trust

The green marketing mix, comprising product, price, and promotion, plays a crucial role in shaping customer green buying behavior and influencing green brand trust [38,65]. The product element, in particular, must demonstrate genuine environmental benefits, such as sustainable sourcing, eco-friendly materials, or energy-efficient features, to foster trust among eco-conscious consumers. When consumers perceive a product as truly beneficial for the environment, it leads to a positive brand image and trust, both of which influence sustainable purchasing decisions [29]. Similarly, price is a key component of the green marketing mix, as consumers need to feel that the premium paid for green products is justified by their environmental impact and overall value. Green marketing pricing strategies where customers understand the additional costs associated with sustainability initiatives can strengthen trust by assuring consumers that the brand is committed to environmental responsibility rather than merely capitalizing on the eco-friendly trend for profit [30,39]. Lastly, promotional strategies that effectively communicate the brand’s commitment to sustainability through certifications, green labels, and transparent messaging are essential for enhancing consumer green brand trust. Green marketing promotional campaigns are aligned to consumers’ sustainability goals and values, and also more likely to engage consumers in green purchasing behavior and develop a stronger sense of green brand image and trust. Based on this, the following hypothesis is proposed:
H7. 
Customer brand trust mediates the effect of the green marketing mix on green buying behavior.

3.7. The Green Marketing Mix Influences Customer Green Brand Trust and eWOM

The product element in the green marketing mix plays a foundational role, as consumers are more likely to trust a brand that offers genuinely eco-friendly products [33,37]. A product that provides clear environmental benefits, such as being made from sustainable materials, having energy-efficient features, or being biodegradable, enhances credibility. The consumers who trust a product’s environmental claims are more inclined to share positive experiences, leading to electronic word-of-mouth (eWOM). If the price of a green product is perceived as fair and aligned with its environmental benefits, it strengthens customer green brand trust by assuring consumers that they are paying for a product that genuinely contributes to sustainability [66,67]. This positive perception can drive eWOM, prompting customers to advocate for the brand and recommend it to others. Furthermore, an effective promotional strategy plays a crucial role in enhancing customers’ green brand trust [28,32]. Customers who become more convinced of a brand’s sustainability claims are more inclined to spread the word about their experiences via electronic word-of-mouth (eWOM). The discrepancy between a product’s eco-friendly claims and its actual environmental impact, or a price perceived as excessive without clear justification, can potentially reduce consumer green brand trust. It encourages eco-conscious purchases and motivates consumers to spread positive eWOM promoting customers’ green brand trust. Based on this, the following hypothesis is proposed:
H8. 
Customer brand trust mediates the effect of the green marketing mix on eWOM.

3.8. Customer Green Brand Trust, Customer Green Buying Behavior and eWOM

Customer green trust plays a crucial role in shaping both green buying behavior and the spread of electronic word-of-mouth (eWOM), ultimately influencing other consumers’ eco-friendly purchasing decisions [30,44]. Green brand trust not only boosts customer confidence in making sustainable and green product purchases, but also increases the likelihood of spreading eWOM [25,30]. In addition, green brand trust has a strong correlation with consumers’ eWOM, where satisfied customers have a positive experience with eco-friendly products [24,25]. Customer green buying behavior also plays an important role in facilitating eWOM on review sites and sustainability forums, where customers actively advocate for the brand and also recommend it to others based on green brand trust. On the other hand, customer green trust can significantly impact the broader consumer base by either reinforcing or hindering green buying behavior. It means that consumer green brand trust has a close relationship with generating positive eWOM, encouraging their peers to make environmentally responsible purchasing decisions. Based on this, the following hypothesis is proposed:
H9. 
Customer green buying behavior mediates the effect of green brand trust on eWOM.
The research model is presented in Figure 1.

4. Methodology

4.1. Research Design

The positivist research paradigm used in this study is well-suited for examining the relationships among green buying behavior, electronic word-of-mouth (eWOM), green brand trust, and the green marketing mix. Positivism emphasizes objective, empirical research using quantitative methods to test theories and establish causation [68]. This paradigm provides a systematic and scientific approach to data collection and analysis, making it appropriate for quantifying customer perceptions and behaviors through statistical analysis and structured questionnaires. In green marketing research, positivism ensures replicability and generalizability by utilizing observable and measurable variables, making the findings applicable across various customer segments and industries [69].
The participants of this study are customers of Yum China Holdings. The Yum China holding company is a leading food and beverage company with over 500 restaurants across China. Hence, the customers play an important role in the green marketing mix due to the millions of customers across the restaurants. This implies that the green marketing mix strategy has a positive impact on a larger segment of the customer. However, before deploying the questionnaire for data collection, two experts—one from the green marketing field and a professional English–Chinese translator—were consulted to validate its readability and clarity. They assessed whether the questionnaire was easy to understand and whether any questions were confusing or overly complex. Based on their feedback, minor revisions were made to enhance clarity and comprehension. This process of collecting data was carried out using Google forms. Conversely, control was anonymous, and random sampling was carried out to avoid bias and enhance validity. The purpose of this approach was to ensure that the participants met the two basic criteria, namely being over 16 years old and having experience as a Yum China Holdings customer. A pretest and pilot test were conducted to validate the wording of the measurement items and minimize potential instrument bias [65].
An online survey on social media was conducted from 1 August to 31 October 2024, as it is an effective method for addressing complex decision-making problems that require simultaneous consideration of multiple factors. A total of 1049 participants completed the questionnaire, out of which 890 valid responses were obtained, resulting in a completion rate of 84.84%. A seven-point Likert scale, ranging from 1 (“strongly disagree”) to 7 (“strongly agree”), was used for all scale items. Data were analyzed using structural equation modeling (SEM) with AMOS version 22 and the SPSS software version 22, enabling the examination of complex relationships between latent variables within the research model. SEM was chosen for its ability to analyze multiple interrelated factors simultaneously, offering a structured framework to integrate attitudes, behaviors, and empirical data. The results of SEM provide clear insights into the prioritization of strategies that influence customer attitudes and behaviors in an eco-friendly environment.

4.2. Measurement

Green products were measured using six items adapted from [3,19]. The green price construct consists of four dimensions, adopted from [21]. Green marketing promotion was measured based on [8], while customer brand trust was assessed using items referring to [11]. Additionally, customer green purchase behavior was measured according to [51], and eWOM was evaluated using six items adapted from [28]. The demographic profile of the respondents indicates that the study successfully captured a diverse sample with respect to gender, age, education level, and purchasing experience with Yum China Holdings’ products.
Table 1 presents the demographic breakdown by gender, showing that 57.3% of respondents were male and 52.7% were female. This near balance in gender representation enhances the diversity of perspectives in the study’s findings. In terms of age distribution, the largest group of participants fell within the 45–55 age range, followed closely by those aged 26–45 (26.6%) and 17–25 (26.4%). The smallest proportion of respondents was over 55 years old (17.1%). Regarding education level, the majority of participants had completed senior high school (39.1%), while 36.7% held undergraduate degrees and 24.2% had graduate-level education. Customer purchase frequency data further illustrate consumer engagement with Yum China Holdings. The majority of respondents reported purchasing Yum China Holdings’ products more than five times (43.3%), followed by those who purchased two to five times (35.6%) and one to two times (21.1%). This distribution indicates a broad range of consumer experiences, capturing insights from different demographics and regions.

5. Results

5.1. Measurement Model

The confirmatory factor analysis (CFA) results (χ2/df 2.631, TLI = 0.953, RMSEA = 0.036, GFI = 0.947. CFI = 0.951, and IFI = 0.953) show that the data fit well with the model [54]. The results given in Table 2 show that all the items of all the variables loaded significantly, and, therefore, no item was deleted. The values of Cronbach’s alpha, composite reliability, and average variance extracted (AVE) are significantly above the threshold value, indicating that inter-item reliability exists among the items of each variable in this study (See Table 2 and Table 3).

5.2. Structural Results

The fit of data to the proposed model was adequate (Hair Jr et al., 2019) [69]: χ2 2.657, GFI = 0.945, NFI = 0.952, CFI = 0.9512, IFI = 0.952, and RMSEA = 0.037. The results showed support for most of the research hypotheses, as shown in Figure 2. This research provides empirical support for all of the hypotheses (see Figure 2). Green products and green prices have a positive relationship with customer green brand trust (γ11 = 0.598, p < 0.001; γ12 = 0.218, p < 0.001), respectively, supporting H1 and H2. Meanwhile, green promotion does not have a significant effect on customer green brand trust (γ13 = 0.066, p > 0.05), thus rejecting H3. Furthermore, customer green brand trust has a significant and positive effect on customer green buying behavior and eWOM (β21 = 0.771, p < 0.001; β31 = 0.143, p < 0.001), supporting H4 and H5. Moreover, customer green buying behavior also has a significant and positive effect on eWOM (β31 = 0.143, p < 0.001), thus supporting H6.

5.3. Mediation Effect

To test the direct and mediating effects of the green marketing mix on customer buying behavior and eWOM, and also the effect of customer buying behavior on consumer green brand trust and eWOM, we used the Hayes process model 4. The results show that all of the direct effects of the proposed hypotheses were supported (Table 4). H7 and H8 were supported.

6. Discussion

6.1. Key Finding

The effect of a green product on customer green trust refers to how a product’s environmental attributes and sustainability claims influence consumer confidence in the brand’s commitment to sustainability. Customer green trust reflects the belief that a company genuinely supports environmental sustainability and upholds its green claims, rather than engaging in ‘greenwashing’, that is, the practice of making misleading sustainability claims. When consumers perceive a product as genuinely eco-friendly, their trust in the brand strengthens, fostering positive attitudes and behaviors toward the company. Customers often rely on brands’ environmental claims when making sustainable purchasing decisions. This finding aligns with previous research [30,34,36,63], which suggests that green products should have verifiable environmental attributes to build customer green brand trust. In essence, companies that offer truly sustainable products can cultivate strong, lasting trust with environmentally conscious consumers. This trust, in turn, enhances customer loyalty and encourages positive eWOM advocacy.
Customers are increasingly willing to pay a premium for products with strong environmental attributes. In the context of green products, ‘green price’ refers to the additional cost consumers are prepared to bear for products perceived as environmentally sustainable, energy efficient, or eco-friendly. These products often involve higher production costs due to the sourcing of sustainable materials and environmentally friendly manufacturing processes. Consumers perceive the added cost as being justified by the environmental benefits of these products. This finding aligns with previous studies [21,26,31], which highlight that customers value sustainability and integrate it into their purchasing decisions [37,38]. Today, companies have a chance to capitalize on the expanding eco-conscious market without sacrificing revenue. It emphasizes how consumers are becoming more conscious of sustainability items while making decisions about their consumption that are ecologically friendly. Customers’ perceived worth is further validated by their willingness to pay more for green items which motivates businesses to adopt pricing strategies and demonstrate their commitment to sustainable products.
The effect of green promotion on customer green brand trust refers to how marketing efforts highlight a product’s environmental benefits. This study found a weak effect of green promotion on customer green brand trust. It means that consumers respond positively to environmental marketing messages. Instead, customer trust is more deeply influenced by tangible actions, such as product quality, consistency, and transparency [20,21,44]. In other words, green promotional efforts help create awareness and foster initial trust, but sustaining that trust requires alignment with actual sustainability practices. If a brand engages in greenwashing, using misleading environmental claims without real action, it risks eroding long-term consumer trust. To strengthen customer green brand trust, companies should integrate green promotions with other strategies, such as offering genuinely eco-friendly products at fair prices and providing verifiable evidence of sustainability efforts and products. This study underscores the importance of a well-rounded green marketing mix, as demonstrated by an R2 value of 0.571, indicating that 57.2% of the variance in customer green brand trust is explained by the combined effects of green marketing mix dimensions.
Customer green brand trust plays a crucial role in shaping green buying behavior, as it directly influences how consumers perceive and engage with eco-friendly brands. Trust in a brand’s environmental claims significantly increases the likelihood of customers making sustainable purchases, reinforcing findings from previous studies [1,10,24,34]. Consumer green brand trust plays an important role in influencing green buying behavior. Trust fosters confidence in a brand’s product offerings, strengthening the belief that the company genuinely prioritizes environmental values and contributes to sustainability. This relationship highlights that green brand trust is a strong motivator for consumers to purchase environmentally sustainable products [35,36,51]. Furthermore, customers are more inclined to purchase eco-friendly goods and make environmentally conscious choices when they believe a company to be open, genuine, and dedicated to long-term sustainability. It proves that customer green brand trust extends beyond personal purchasing behavior, and it also drives recommendations via eWOM.
Customer green brand trust positively influences electronic word-of-mouth (eWOM), indicating that customers who trust a green brand are more likely to share a positive experience through online channels [52,55,56]. This can significantly shape the perceptions and purchasing decisions of others. eWOM refers to the process where consumers share their opinions, reviews, and recommendations about products or brands via digital platforms such as social media, review sites, and blogs. In the context of green products, positive eWOM is particularly impactful, as consumers often rely on peer opinions when choosing environmentally sustainable products [58,70]. This finding suggests that customers who trust a green brand are more inclined to engage in online recommendations, thereby amplifying the brand’s visibility and credibility. Moreover, eWOM plays a crucial role in influencing potential customers’ purchasing decisions.
These findings highlight the importance of cultivating a strong green marketing mix and customer green brand trust to enhance electronic word-of-mouth (eWOM). The R2 value of 0.754 indicates that 75.4% of the variance in customer green buying behavior is explained by the combined effects of green marketing mix dimensions and customer green brand trust. Hence, the companies should take proactive steps to integrate environmental awareness into their business models. Many businesses are increasingly marketing healthier and environmentally sustainable products and services to align with societal concerns about plastic pollution and sustainability [59,61,62]. This study reaffirms that trust is a foundational element that drives customers to endorse green products as sustainable and environmentally responsible [64,68]. Positive eWOM is more likely to occur when customers perceive the brand’s products as meeting or exceeding expectations in terms of quality, sustainability, and economic and social value.

6.2. Theoretical Implications

This study contributes to the body of knowledge on customer behavior by demonstrating the positive effects of the green marketing mix, customer green brand trust, and customer green buying behavior on electronic word-of-mouth (eWOM). By integrating these factors, the study extends the green marketing mix concept and proves that green brand trust is not only a determinant of purchase intentions but also a powerful driver of advocacy behavior. Customers who trust a green brand are more likely to actively share a positive experience about sustainable products, reinforcing the role of trust in shaping both individual and collective customer actions. This study highlights trust as a fundamental factor influencing attitudinal and norm-based decision making in sustainability contexts. Customers with green brand trust may become agents of change to promote sustainable products within their social networks. This finding suggests that green brand trust may act as a bridge between sustainability beliefs and active customer advocacy. By incorporating trust as a central driver of both green purchasing and eWOM, this study repositions green marketing as a socially embedded process, where customer advocacy and sustainability values interact to shape market behaviors. This broader perspective underscores the role of green trust not only in influencing individual purchase decisions, but also in fostering a collective movement toward sustainable consumption.

6.3. Practical Implications

The relationship among the green marketing mix, customer green brand trust, green buying behavior, and electronic word-of-mouth (eWOM) carries valuable practical implications for businesses, particularly in the product sustainability field. Companies should prioritize building and maintaining customer green brand trust to enhance customer engagement and loyalty. Since trust is a key driver of positive eWOM, businesses should ensure transparency in their environmental claims by securing third-party certifications, providing clear and honest marketing, and demonstrating tangible environmental benefits. With customers becoming increasingly wary of greenwashing, establishing credibility is crucial for fostering genuine customer advocacy through eWOM. Moreover, companies can also leverage eWOM as a powerful marketing tool by creating platforms that encourage customer feedback, such as product reviews and social media campaigns. Furthermore, in addition to short-term marketing efforts, companies should focus on cultivating long-term relationships with customers who act as both repeat buyers and brand advocates. It can also foster a sense of community, encouraging customers to become vocal supporters who drive positive eWOM. This approach not only strengthens customer trust and advocacy, but also reinforces sustainable consumption behaviors, solidifying the brand’s market position in the green economy

6.4. Conclusions

As customer awareness and interest in environmentally sustainable products grow, green brand trust becomes a key factor in shaping both purchasing behavior and customer advocacy through eWOM. When customers trust a green brand, they are more likely to share positive experiences and recommend eco-friendly products, thereby enhancing the brand’s visibility, reputation, and customer engagement. This cycle reinforces sustainable consumption by encouraging more customers to adopt green buying behaviors. Trust, as a core driver of eWOM, highlights the need for authenticity and transparency in green marketing strategies. However, while customer green brand trust positively influences eWOM, it is not the sole determinant of customer advocacy. Other factors such as product quality, social influence, and overall satisfaction also play a crucial role in motivating customers via eWOM. Hence, the company must not only foster trust, but also ensure that eco-friendly products meet or exceed customer expectations. Companies can further strengthen this relationship by actively promoting eWOM through strategic customer engagement initiatives. These may include incentivizing product reviews, launching interactive social media campaigns, and collaborating with eco-conscious influencers.

6.5. Limitations and Future Study Directions

This study applies structural equation modeling (SEM) to confirm the research hypotheses and also focuses on Yum China Holdings’ products, an approach which may prevent findings from being generalizable across other industries such as automotive, cosmetics, or food. Future studies should explore whether this relationship holds across different sectors and product categories. This study primarily relies on quantitative methods, with limited exploration of the other aspects of customer behavior. Future research could integrate qualitative methods, such as interviews or focus groups, to explore the emotional and motivational factors or green marketing factors that influence customers’ eWOM. The role of demographics in shaping green brand trust and eWOM should also be investigated, as factors like age, income, and environmental awareness can influence customers’ eWOM. Moreover, the impact of digital platforms on eWOM could be studied to understand how trust in green brands affects eWOM across different external factors, such as social media platforms and government policies, which play a role in pursuing companies to apply green marketing strategies for their products and services.

Author Contributions

Conceptualization, S.C., Y.L. and J.J.; methodology, Y.L. and J.J.; formal analysis, S.A. and Y.L.; investigation, S.C. and S.A.; writing—original draft preparation, S.C. and J.J.; writing—review and editing, Y.L. and J.J.; supervision, Y.L. and J.J.; project administration, S.C. All authors have read and agreed to the published version of the manuscript.

Funding

This research received no external funding.

Institutional Review Board Statement

The study was approved by the Institutional Review Board of The Research Ethics Commission of Muhammadiyah University Palopo (protocol code 007/KEP/III.3.AU/F/2025 and 5 January 2025).

Informed Consent Statement

Informed consent was obtained from all subjects involved in the study.

Data Availability Statement

Data are contained within the article.

Acknowledgments

The authors would like to thank the academic editor, associate editor, and anonymous referees for providing helpful comments and suggestions which led to the improvement of the article.

Conflicts of Interest

The authors declare no conflicts of interest.

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Sustainability 17 02360 g001
Figure 1. Proposed research model.
Figure 1. Proposed research model.
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Figure 2. Structural model. Note. Model fit: χ2/df = 1.395, GFI = 0.909, NFI = 0.907, CFI = 0.927, IFI = 0.928, and RMSEA = 0.043. *** p < 0.001.
Figure 2. Structural model. Note. Model fit: χ2/df = 1.395, GFI = 0.909, NFI = 0.907, CFI = 0.927, IFI = 0.928, and RMSEA = 0.043. *** p < 0.001.
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Table 1. Respondent demographics.
Table 1. Respondent demographics.
Demographic ItemsFrequencyPercentage (%)
Gender
Male42147.3
Female46952.7
Age
     17–25 years old23528.9
     26–45 years old23746.6
     45–55 years old26629.9
    >55 years old15217.1
Education
    Senior high school and below34839.1
    Undergraduate degree32736.7
    Graduate degree21524.2
Purchase Yum Holdings’ products
     One to two times12721.1
     Two to five times41535.6
     More than five times21843.3
Table 2. Measurement results.
Table 2. Measurement results.
ConstructsMLE Estimate Factor LoadingComposite
Reliability (CR)		Average of Variance Extracted (AVE)Cronbach’s
α
Green price 0.9320.6610.928
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 0.8400.5670.942
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 0.9350.7440.873
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 0.9090.6690.902
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 0.9240.6700.923
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 0.8850.5650.885
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
Note. Model fit: χ2/df = 3.451, GFI = 0.956, NFI = 0.958, CFI = 0.958, IFI = 0.958, and RMSEA = 0.046.
Table 3. Correlation matrix for measurement scales.
Table 3. Correlation matrix for measurement scales.
ConstructsMeanSDPRPIPTTRGBWO
PR5.401.060.813
PI5.531.090.676 **0.753
PT5.581.060.682 **0.769 **0.862
TR5.091.100.706 **0.643 **0.706 **0.817
GB5.391.110.734 **0.825 **0.744 **0.688 **0.818
WO5.341.080.681 **0.703 **0.693 **0.648 **0.803 **0.751
Note: PR: product, PI: price, PT: promotion, TR: trust, GB: green behavior, WO: WOM. SD: standard deviation. Diagonal elements are the square roots of the AVE for each construct. Pearson’s correlations are shown below the diagonal. Significant at ** p < 0.01.
Table 4. Mediation result.
Table 4. Mediation result.
Direct Effect βt95% CI
Green product→Green buying behavior0.52015.535 ***(0.454, 0.586)
Green price→Green buying behavior0.66626.766 ***(0.617, 0.715)
Green promotion→Green buying behavior0.54017.587 ***(0.480, 0.600)
Green product→eWOM0.45912.840 ***(0.389, 0.529)
Green price→eWOM0.48715.833 ***(0.427, 0.548)
Green promotion→eWOM0.48414.671 ***(0.419, 0.549)
Customer green trust→eWOM0.1806.409 ***(0.125, 0.236)
Indirect effect βSE95% CI
Green product→Customer green trustGreen buying behavior0.2510.034(0.183, 0.317)
Green price→Customer green trustGreen buying behavior 0.1760.023(0.113, 0.223)
Green promotion→Customer green trustGreen buying behavior0.2420.030(0.183, 0.317)
Green product→Customer green trusteWOM0.2420.037(0.169, 0.312)
Green price→Customer green trusteWOM0.2150.028(0.162, 0.271)
Green promotion→Customer green trusteWOM0.2300.032(0.170, 0.296)
Customer green trust→Green buying behavioreWOM0.4610.033(0.396, 0.528)
Note: Significant at *** p < 0.001.
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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

AMA Style

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 Style

Cai, 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 Style

Cai, 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

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