Boosting Brand Citizenship Behavior through Internal Green Marketing: The Role of Brand Trust and Willingness to be Environmentally Friendly

Abstract

Green marketing is a critical issue in today’s society. The purpose of this study is to investigate the influence of internal green marketing (IGM) on brand citizenship behavior (BCB). Drawing on the theoretical foundations of social identity theory, cognitive consistency theory, and social exchange theory, this study presents and validates a unique model that examines the mediating effect of brand trust and the moderating effect of willingness to be environmentally friendly on the relationship between IGM and BCB. Using a sample of 176 employees employed in a telecommunication company in Jordan, the findings of this study revealed that internal green marketing is a strong predictor of BCB. Further, the positive effect of internal green marketing on brand citizenship behavior is mediated by brand trust. The findings of this study also confirmed the contingent role of willingness to be environmentally friendly on the relationship between IGM and BCB. Theoretical and managerial implications have been provided accordingly.

Keywords

• internal green marketing
• brand citizenship behavior
• brand trust
• willing to be environmentally friendly