Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth

Songbo Cai, Yaoping Liu (), Sukhon Aduldecha and Junaidi Junaidi
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Songbo Cai: Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok 10120, Thailand
Yaoping Liu: Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok 10120, Thailand
Sukhon Aduldecha: Department of Management Science, Institute of Science Innovation and Culture, Rajamangala University of Technology Krungthep, Bangkok 10120, Thailand
Junaidi Junaidi: Department of Accounting, Universitas Muhammadiyah Palopo, Palopo 91923, Indonesia

Sustainability, 2025, vol. 17, issue 6, 1-20

Abstract: This study explores how the green marketing mix affects customer green brand trust, customer green buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM) and mediation analysis were applied to validate the research hypotheses. As customer demand for environmentally sustainable products grows, green marketing mix has a positive and significant effect on customer green brand trust. Furthermore, customer green brand trust also significantly influences customer green buying behavior and eWOM as a predictor and mediator. It means that customer green brand trust is a fundamental effect of eWOM, with trust fostering positive online reviews, recommendations, and advocacy from customers. Businesses can also make the most of eWOM by developing feedback-friendly channels, such as product review pages and social media campaigns, and rewarding consumers who post about their satisfying online experiences. The companies should not only concentrate on increasing sales through environmentally sustainable product purchasing practices, but also on giving clients a feeling of community and integrating them into a larger sustainability movement. It will offer useful advice for marketers looking to improve their green marketing tactics and promote sustainable consumption by successfully gaining the trust of their target audience and using eWOM as a tactical instrument for brand advocacy.

Keywords: green marketing mix; green brand; green trust; buying behavior; eWOM (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2025
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