Transforming invisible ethics into visible signals: integrating VBN and signaling theory in international fast-food chains

Purpose To address consumer skepticism regarding greenwashing in international quick-service restaurants, this study bridges value-belief-norm theory and signaling theory to examine the impact of green marketing on purchase intention. Specifically, it investigates the mediating role of green relationship quality and the moderating effect of conformity behavior. Design/methodology/approach Data collected from 455 mature students and young professionals in Taiwan were analyzed using structural equation modeling with bootstrapping to test the hypothesized relationships. Findings The results confirm that green marketing enhances purchase intention indirectly through relationship quality. Under rigorous bootstrapping assessment, the model reveals a full mediation effect, indicating that marketing efforts fail to drive purchase intentions without first establishing a strong relational bond. Originality/value Rather than focusing solely on internal altruistic values, this study provides a novel integration of signaling theory to position green marketing as a tangible cue that reduces information asymmetry. It also identifies the social turn of green consumption, demonstrating that for educated consumers, conformity acts as a social badge and status signal, rather than mere peer pressure.