Impact of green brand authenticity on warm glow, green satisfaction, and willingness to pay more

ABSTRACT

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.

KEYWORDS:

• Green tourism
• green brand authenticity
• mixed method
• warm glow
• green satisfaction
• brand commercialization

Acknowledgements

This work was supported by Institute of Information & Communications Technology Planning & Evaluation (IITP) under the metaverse support program to nurture the best talents (IITP-2023-RS-2023-00254529) grant funded by the Korea government (MSIT).

Disclosure statement

No potential conflict of interest was reported by the authors.