The influence of green virtual brand community experience on green customer citizenship behavior

Bibliographic Data

ID13918780
AuthorsTingyue Kuang (0000-0003-4419-6298, City University of Macau, corresponding author), Dongjuan Lyu (City University of Macau)
Year2024
Volume52
Issue2
Pages1-10
Publication date2024-02-07
Open AccessYes
TypeARTICLE
VenueSocial Behavior and Personality An International Journal (JOURNAL)
Journal identifiersISSN: 0301-2212 • E-ISSN: 1179-6391
PublisherScientific Journal Publishers Limited (PUBLISHER)
DOI10.2224/sbp.12922
OpenAlexW4392133106
LanguageEN
Citations received1

In this study we explored how green virtual brand community experience influences green community identity and green customer citizenship behavior. The target population comprised consumers who had the experience of joining Xintiandi's virtual brand community in China. The results of a survey conducted with 436 members of this brand community indicated that green information experience, green entertainment experience, and green interactive experience were determinants of green community identity. There was a positive association between green community identity and green customer citizenship behavior, and green community identity acted as a mediator between green virtual brand community experience and green customer citizenship behavior. Our research enriches the existing literature by establishing the roles of green information experience, green entertainment experience, and green interactive experience as they influence green community identity, which, in turn, generates members' voluntary behaviors in supporting environmentally friendly activities

Advertising · Brand Community · Brand management · Business · Citizenship · Organizational citizenship behavior · Political science · Politics · Digital Marketing and Social Media · Environmental Sustainability in Business · Psychology · Social Psychology · Technology Adoption and User Behaviour

Tools

Open DOIOpen Access