Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more
This study explored the concept of green brand authenticity in tourism and its relationships with relevant variables by using a mixed method. Firstly, the content analysis of interview revealed four dimensions of green brand authenticity: green practice, green servicescape, green support for locals,...
| Main Authors: | , , , |
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| Format: | Article |
| Published: |
Taylor & Francis
2023
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| Online Access: | http://psasir.upm.edu.my/id/eprint/108298/ |
| _version_ | 1848865125164908544 |
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| author | Hyoungeun, Moon Jongsik, Yu Chua, Bee-Lia Han, Heesup |
| author_facet | Hyoungeun, Moon Jongsik, Yu Chua, Bee-Lia Han, Heesup |
| author_sort | Hyoungeun, Moon |
| building | UPM Institutional Repository |
| collection | Online Access |
| description | This study explored the concept of green brand authenticity in tourism and its relationships with relevant variables by using a mixed method. Firstly, the content analysis of interview revealed four dimensions of green brand authenticity: green practice, green servicescape, green support for locals, and green customer engagement. Then, the analysis of a total of 352 survey responses collected through an online research panel uncovered brand-self congruence as the most significant antecedent of green brand authenticity and green customer engagement as the most impactful dimension on the outcome variables. Brand commercialization significantly moderated the relationships among the study variables. |
| first_indexed | 2025-11-15T13:59:44Z |
| format | Article |
| id | upm-108298 |
| institution | Universiti Putra Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-15T13:59:44Z |
| publishDate | 2023 |
| publisher | Taylor & Francis |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | upm-1082982025-03-03T07:54:25Z http://psasir.upm.edu.my/id/eprint/108298/ Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more Hyoungeun, Moon Jongsik, Yu Chua, Bee-Lia Han, Heesup This study explored the concept of green brand authenticity in tourism and its relationships with relevant variables by using a mixed method. Firstly, the content analysis of interview revealed four dimensions of green brand authenticity: green practice, green servicescape, green support for locals, and green customer engagement. Then, the analysis of a total of 352 survey responses collected through an online research panel uncovered brand-self congruence as the most significant antecedent of green brand authenticity and green customer engagement as the most impactful dimension on the outcome variables. Brand commercialization significantly moderated the relationships among the study variables. Taylor & Francis 2023 Article PeerReviewed Hyoungeun, Moon and Jongsik, Yu and Chua, Bee-Lia and Han, Heesup (2023) Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more. Journal of Travel & Tourism Marketing, 40 (4). pp. 326-344. ISSN 1054-8408; eISSN: 1540-7306 https://www.tandfonline.com/doi/full/10.1080/10548408.2023.2245446 10.1080/10548408.2023.2245446 |
| spellingShingle | Hyoungeun, Moon Jongsik, Yu Chua, Bee-Lia Han, Heesup Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more |
| title | Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more |
| title_full | Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more |
| title_fullStr | Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more |
| title_full_unstemmed | Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more |
| title_short | Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more |
| title_sort | impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more |
| url | http://psasir.upm.edu.my/id/eprint/108298/ http://psasir.upm.edu.my/id/eprint/108298/ http://psasir.upm.edu.my/id/eprint/108298/ |