Jia Pengshe, Tang Ying, Du Yunqian
Leisure Sports Research Center, University of Sanya, Sanya, China.
School of Business, Lingnan Normal University, Zhanjiang, China.
Front Psychol. 2022 Sep 26;13:1019508. doi: 10.3389/fpsyg.2022.1019508. eCollection 2022.
Studies have found that green practices can help organization create unique competitive advantages, such as enhancing the brand value. However, in the existing research, people did not know much about the exhibition audiences' perceptions of green practices, or its impact on brand loyalty. This study explores the dimension of green practice perceptions of exhibition audiences, uses the trust-commitment theory to verify the relationship between green practice perceptions and exhibition brand loyalty. A total of 665 valid questionnaires were collected in the two exhibitions. The results show that four of the five types of green practices perceived by the audience will significantly affect green trust and then brand loyalty through commitment. Two of the five types of green practice perception can directly affect brand loyalty. And green self-identity will significantly adjust the relationship between green trust and affective commitment. Finally, suggestions are proposed for academic and practical reference.
研究发现，绿色实践能够帮助组织创造独特的竞争优势，比如提升品牌价值。然而，在现有研究中，人们对展会观众对绿色实践的认知及其对品牌忠诚度的影响了解不多。本研究探讨了展会观众绿色实践认知的维度，运用信任-承诺理论验证绿色实践认知与展会品牌忠诚度之间的关系。在两个展会中总共收集了665份有效问卷。结果表明，观众感知到的五种绿色实践类型中的四种会显著影响绿色信任，进而通过承诺影响品牌忠诚度。五种绿色实践认知类型中的两种能够直接影响品牌忠诚度。并且绿色自我认同会显著调节绿色信任与情感承诺之间的关系。最后，提出相关建议以供学术和实践参考。
