Customer Satisfaction as the Common Transmission Mechanism Linking Green Servicescape to eWOM and Revisit Intentions: Evidence from Eco-Friendly Coffee Shops

Specialty coffee has become a dense, image-conscious segment of southeast Asian food service, and operators increasingly rely on sustainability-oriented design to differentiate their premises. Research on green service environments has concentrated on hotels and full-service restaurants and tends to assume that satisfaction carries environmental cues into every behavioral response in the same way, without testing whether transmission differs between online advocacy and repeat patronage. Drawing on the Stimulus–Organism–Response framework, with Attention Restoration Theory and Signaling Theory informing specific expectations, the study treated green servicescape as the stimulus, satisfaction as the organismic response, and eWOM intention and revisit intention as behavioral responses. Data from 413 customers of eco-friendly coffee shops in Northeastern Thailand were analyzed through covariance-based structural equation modeling with bootstrapped indirect effects and a formal contrast between them. Satisfaction carried most of the association between the environment and each outcome, direct associations were weak or absent, and the contrast gave no evidence that its mediating role differs across outcomes, although modest differences cannot be excluded. The results limit the explanatory reach of signaling accounts of eWOM in this market and identify satisfaction as the principal channel through which green design reaches behavior. For operators, investments that visibly improve the customer experience can serve online advocacy and repeat patronage together.