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This study integrates social exchange theory, the biophilia hypothesis, the hierarchy of effects model, and self-congruency theory to examine how relational benefits and green image influence positive emotion, customer loyalty, and customer green behavior (CGB). Data were collected from 314 respondents via an online marketing research firm and analyzed using SmartPLS 4.0. The results show that customers’ perceptions of relational benefits have a direct impact on both customer loyalty and positive emotions. While green image significantly affects customer loyalty, it does not have a direct impact on positive emotions or CGB. However, green image enhances the positive association between customer emotions and CGB, suggesting that customers are more likely to engage in green behavior when they feel a positive emotional connection with a company they perceive as environmentally responsible. These findings suggest that restaurant firms should implement marketing strategies to improve their green image by emphasizing the value of relational benefits. Both theoretical and managerial implications are discussed.
Cho et al. (Fri,) studied this question.