Abstract
The purpose of the study is to explore the impact of green brand image on customers’ green trust through green satisfaction. To test the research hypotheses, the study conducted a quantitative survey of 207 customers of a green coffee shop in Thailand. Structural Equation Modeling (SEM) was used for data analysis. According to the SEM analysis, the proposed model fitted the data well (TLI = 0.98, CFI = 0.98, GFI = 0.95, RMSEA = 0.06). The findings indicate that green brand image affected customers’ green satisfaction (β = 0.90, p-value =.000). Additionally, green satisfaction positively affected green trust (β = 0.95, p-value =.000). For academic contributions, this study could significantly contribute to marketing literature by integrating the body of knowledge among branding, consumer behavior and sustainability in the coffee shop industry context. For practical implications, the study findings encourage service firms in the coffee shop sector to implement more environmentally friendly initiatives in their businesses to gain a differential competitive advantage and enhance customer satisfaction and trust.
Presenters
Chonlada SajjanitLecturer, Department of Marketing, Kasetsart University, Krung Thep Maha Nakhon [Bangkok], Thailand
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
Green brand image, Green satisfaction, Green trust, Green coffee shop
