Research Article

Boosting brand citizenship behavior through internal green marketing: The role of brand trust and willingness to be environmentally friendly.

Ehdaa Amireh
  • Explore the Article >>
  • PDF

Main Article Content


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.

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

About this Article
Amireh, E. (2021). Boosting brand citizenship behavior through internal green marketing: The role of brand trust and willingness to be environmentally friendly. Journal of Sustainable Marketing, 2(1), 1–8.

Article Details

Licensing Info

Abdul-muhmin, A. G. (2007). Explaining consumers’ willingness to be environmentally friendly. International Journal of Consumer Studies, 31(3), 237–247.

Alhadid, A. Y., & Abu-Rumman, A. H. (2014). The Impact of Green Innovation on Organizational Performance, Environmental Management Behavior as a Moderate Variable: An Analytical Study on Nuqul Group in Jordan. International Journal of Business and Management, 9(7), 51-58.

Alhosseini-Almodarresi, S. M., Tabataba’i-Nasab, S. M., Bagheri Garabollagh, H., & Mohammadi, F. (2019). Does citizenship behavior have a role in changing attitude toward green products? International Journal of Management Science and Engineering Manage-ment, 14(4), 284–292.

Aljarah, A. (2020). The nexus between corporate social responsibility and target-based customer citizenship behavior. Journal of Sustainable Tourism, 28(12), 2044-2063.

Alsmadi, S. (2007). Green marketing and the concern over the environment: Measuring environmental consciousness of Jordanian consumers. Journal of Promotion Management, 13(3–4), 339–361.

Bhattacharya, C.B., & Sen, S. (2003). Consumer–Company Identification: A Framework for Understanding Consumers’ Relationships with Companies. Journal of Marketing, 67(2), 76–88.

Bhattacharya, C. B., & Sen, S. (2004). Doing better at doing good: When, why, and how consumers respond to corporate social initiatives. California Management Review, 47(1), 9–24.

Blau, P. (1964). Power and exchange in social life. New York: Wiley.

Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. Journal of Brand Management, 12(4), 279–300.

Burmann, C., Zeplin, S., & Riley, N. (2009). Key determinants of internal brand management success: An exploratory empirical analysis. Journal of Brand Management, 16(4), 264–284.

Chaudhary, R. (2020). Green Human Resource Management and Employee Green Behavior: An Empirical Analysis. Corporate Social Responsibility and Environmental Management, 27(2), 630-641.

Chen, Y., & Chen, Y. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction , and Green Trust. 93(2), 307-319.

Chiang, H. H., Chang, A., & Han, T. S. (2012). A multilevel investigation of relationships among brand-centered HRM, brand psycho-logical ownership, brand citizenship behaviors, and customer satisfaction. European Journal of Marketing, 46(5), 626–662.

Erkmen, E., & Hancer, M. (2015). Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trust.” Journal of Air Transport Management, 42, 47–54.

Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382.

Groth, M. (2005). Customers as Good Soldiers: Examining Citizenship Behaviors in Internet Service Deliveries. Journal of Management, 31(1), 7–27.

Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.

Heider, F. (1946). Attitudes and Cognitive Organization. The Journal of Psychology, 21(1), 107–112.

Javid, H., Soleimani, F., Monfared, A., & Aghamoosa, R. (2016). Internal Brand Management Relationship with Brand Citizenship Behavior, Job Satisfaction and Commitment in Saipa Teif Company. Procedia Economics and Finance, 36(16), 408–413.

John, E., & Carrell, M. R. (1979). Organizational Equity Perceptions, Employee Job Satisfaction, and Departmental Absence and Turn-over Rates Conceptualized Relationships: Equity, Satisfaction, Absence, Turnover. Organizational behavior and human perfor-mance, 24(1), 29-40.

Kautish, P., Paul, J., & Sharma, R. (2019). The moderating influence of environmental consciousness and recycling intentions on green purchase behavior. Journal of Cleaner Production, 228, 1425–1436.

Keszey, T. (2020). Environmental orientation, sustainable behaviour at the firm-market interface and performance. Journal of Cleaner Production, 243, 118524.

Kim, H., Hur, W. M., & Yeo, J. (2015). Corporate brand trust as a mediator in the relationship between consumer perception of CSR, corporate hypocrisy, and corporate reputation. Sustainability, 7(4), 3683-3694.

Kim, M. S., Shin, D. J., & Koo, D. W. (2018). The influence of perceived service fairness on brand trust, brand experience and brand citizenship behavior. International Journal of Contemporary Hospitality Management, 30(7), 2603-2621.

Kim, S. H., Kim, M., Han, H. S., & Holland, S. (2016). The determinants of hospitality employees’ pro-environmental behaviors: The moderating role of generational differences. International Journal of Hospitality Management, 52, 56-67.

Kim, Y. J., Kim, W. G., Choi, H. M., & Phetvaroon, K. (2019). The effect of green human resource management on hotel employees’ eco-friendly behavior and environmental performance. International Journal of Hospitality Management, 76, 83-93.

Kimpakorn, N., & Tocquer, G. (2010). Service brand equity and employee brand commitment. Journal of Services Marketing, 24(5), 378–388.

Lewicki, R. J., & Bunker, B. B. (1996). Developing and maintaining trust in work relationships. Trust in organizations: Frontiers of theo-ry and research, 114, 139.

Lii, Y. S., & Lee, M. (2012). Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105(1), 69–81.

Mi, L., Sun, Y., Gan, X., Yang, H., Lv, T., Shang, K., Qiao, Y., & Jiang, Z. (2020). Promoting Employee Green Behavior Through the Person-Organization Fit: The Moderating Effect of Psychological Distance. Frontiers in Psychology, 11, 1–16.

Morhart, F. M., Herzog, W., Tomczak, T., Felicitas M . Morhart, Walter Herzog, & Tomczak, T. (2009). Brand-Specific Leadership: Turning Employees into Brand Champions. Journal of Marketing, 73(5), 122–142.

Nan, X., & Heo, K. (2007). Consumer Responses to Corporate Social Responsibility (CSR) Initiatives: Examining the Role of Brand-Cause Fit in Cause-Related Marketing. Journal of Advertising, 36(2), 63–74.

Nunnally, J. C. (1978). Psychometirc Theory (2nd ed.). McGraw Hill.

Nyadzayo, M. W., Matanda, M. J., & Ewing, M. T. (2015). The impact of franchisor support, brand commitment, brand citizenship behavior, and franchisee experience on franchisee-perceived brand image. Journal of Business Research, 68(9), 1886–1894.

Obeidat, B., Al-dalahmeh, M., & Masa’deh, R. (2015). The role of knowledge management infrastructure in enhancing innovation at mobile telecommunication companies in Jordan. European Journal of Social Sciences, 50(3), 313-330.

Paillé, P., & Raineri, N. (2015). Linking perceived corporate environmental policies and employees eco-initiatives: The influence of per-ceived organizational support and psychological contract breach. Journal of Business Research, 68(11), 2404-2411.

Papadas, K.-K., & Avlonitis, G. J. (2015). The 4 Cs of environmental business: Introducing a new conceptual framework. Social Busi-ness, 4(4), 345–360.

Papadas, K. K., Avlonitis, G. J., & Carrigan, M. (2017). Green marketing orientation: Conceptualization, scale development and valida-tion. Journal of Business Research, 80, 236–246.

Papadas, K. K., Avlonitis, G. J., Carrigan, M., & Piha, L. (2018). The interplay of strategic and internal green marketing orientation on competitive advantage. Journal of Business Research, 104, 632-643.

Pham, N. T., Phan, Q. P. T., Tuckova, Z., Vo, N., & Nguyen, L. H. L. (2018). Enhancing the organizational citizenship behavior for the environment: The roles of green training and organizational culture. Management and Marketing, 13(4), 1174–1189.

Piehler, R. (2018). Employees’ brand understanding, brand commitment, and brand citizenship behaviour: a closer look at the relation-ships among construct dimensions. Journal of Brand Management, 25(3), 217–234.

Piehler, R., Schade, M., & Burmann, C. (2019). Employees as a second audience: the effect of external communication on internal brand management outcomes. Journal of Brand Management, 26(4), 445–460.

Preacher, K. J., Rucker, D. D., & Hayes, A. F. (2007). Addressing Moderated Mediation Hypotheses: Theory, Methods, and Prescrip-tions. Multivariate Behavioral Research, 42(1), 185–227.

Sohail, M. S. (2017). Green marketing strategies: how do they influence consumer-based brand equity? J. for Global Business Ad-vancement, 10(3), 229.

Szabo, S., & Webster, J. (2020). Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions. Journal of Business Ethics, 1–21.

Tajfel, H. (1974). Social identity and intergroup behaviour. Social Science Information, 13(2), 65–93.

Vlachos, P. A., Tsamakos, A., Vrechopoulos, A. P., & Avramidis, P. K. (2009). Corporate social responsibility: attributions, loyalty, and the mediating role of trust. Journal of the Academy of Marketing Science, 37(2), 170–180.

Xie, L.-S., Peng, J.-M., & Huan, T.-C. (2014). Crafting and testing a central precept in service-dominant logic: Hotel employees’ brand-citizenship behavior and customers’ brand trust. International Journal of Hospitality Management, 42, 1–8.