Perceptions towards green image of trendy coffee cafés and intention to re-patronage: the mediating role of customer citizenship behavior
Volume: 23, Issue: 2, Pages: 165 - 178
Published: Aug 23, 2021
Abstract
Purpose Drawing upon the stimulus–organism–response (S-O-R) model, the purpose of this study is to examine how perceptions of young customers towards the green image of trendy coffee cafés affect their environmental and product attitudes, and subsequently their citizenship behaviour as well as intention to re-patronage. The mediating effect of customer citizenship behaviour (CCB) is also assessed. Design/methodology/approach The instrument was...
Paper Details
Title
Perceptions towards green image of trendy coffee cafés and intention to re-patronage: the mediating role of customer citizenship behavior
Published Date
Aug 23, 2021
Volume
23
Issue
2
Pages
165 - 178
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