Effect of Perceived Quality of Green Brands on Road Race Participants’ Green Word of Mouth and Mediating Roles of Satisfaction with and Trust in Green Brands

Jin-Long Chen ()
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Jin-Long Chen: Faculty of Leisure and Sport Management, National Taipei University, 151 University Road, San Shia District, New Taipei City 23741, Taiwan

Sustainability, 2023, vol. 15, issue 17, 1-14

Abstract: The current study established a theoretical framework for exploring the influence of the perceived quality of green brands on green word of mouth (WOM) by investigating the mediating effects of satisfaction with and trust in green brands. Although prior research has explored the factors influencing green word of mouth, it has focused on information technology and electronic products. The target of the current research was road race runners in Taiwan. Structural equation modeling was performed to validate the research framework. The findings suggest that satisfaction with and trust in green brands mediate the positive effect of the perceived quality of green brands on green word of mouth. Thus, to enhance runners’ satisfaction with and trust in green brands and promote green WOM, road race organizations should allocate resources to improving the perceived quality of the green branding for their events.

Keywords: green perceived quality; green word of mouth; green brands; road race; participatory sport (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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