Green Marketing Strategies on Online Platforms: A Mixed Approach of Experiment Design and Topic Modeling

Eunhye Park, Junehee Kwon and Sung-Bum Kim
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Eunhye Park: Department of Food and Nutrition, Gachon University, Seongnam 13120, Korea
Junehee Kwon: Department of Hospitality Management, Kansas State University, Manhattan, KS 66506, USA
Sung-Bum Kim: College of Business Administration, Inha University, Incheon 22212, Korea

Sustainability, 2021, vol. 13, issue 8, 1-17

Abstract: This study aimed to examine the effects of two types of green information conveyed via online platforms and the moderating role of environmental consciousness on customers’ green perceptions, positive attitudes, and behavioral intentions. This study performed a 2 (firm-initiated green information: absent, present) × 2 (customer-generated green information: absent, present) experiment. These mixed methods were further implemented by using both open-ended surveys and structured measurements. Open-ended survey answers were analyzed with structural topic modeling to discover customers’ green perceptions. The results highlighted the importance of customer-generated green information to support firm-initiated green marketing, consequently leading to enhanced customer satisfaction and behavioral intentions. Although displaying green information generated by both the company and its customers is effective in enhancing green perceptions, customers may react differently depending on their levels of environmental consciousness.

Keywords: green; restaurants; experimental design; online intervention; consciousness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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