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When green feels real: The impact of green brand authenticity on consumer green behaviour and eWOM with PLS-SEM, NCA, and fsQCA

Xin Liao et al.

Journal of Retailing and Consumer Services2026https://doi.org/10.1016/j.jretconser.2025.104720article
AJG 2ABDC A
Weight
0.37

Abstract

Sustainability and corporate green initiatives are increasingly central to consumer expectations. This study examines how four dimensions of green brand authenticity (green servicescape, green practices, green customer engagement, and green support for locals) differentially shape consumer outcomes. Using 466 responses from guests at green-certified hotels in China, partial least squares structural equation modelling shows that servicescape, engagement, and local support foster brand identification, while practices, servicescape, and local support enhance brand love. Both mechanisms promote consumer green behaviour and electronic word-of-mouth. Multi-group analysis further confirms model robustness and reveals regional differences between developed and less-developed cities. Necessary condition analysis reveals that green practices are indispensable for consumer green behaviour, whereas electronic word-of-mouth requires the green servicescape and green support for locals. Fuzzy-set qualitative comparative analysis complements these findings by uncovering equifinal configurations through which authenticity dimensions jointly generate high consumer outcomes. By clarifying how authenticity perceptions condition behavioural engagement and communicative advocacy in distinct yet interrelated ways, this study refines understanding of sustainable consumer engagement beyond linear spillover assumptions.

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https://doi.org/https://doi.org/10.1016/j.jretconser.2025.104720

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@article{xin2026,
  title        = {{When green feels real: The impact of green brand authenticity on consumer green behaviour and eWOM with PLS-SEM, NCA, and fsQCA}},
  author       = {Xin Liao et al.},
  journal      = {Journal of Retailing and Consumer Services},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1016/j.jretconser.2025.104720},
}

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When green feels real: The impact of green brand authenticity on consumer green behaviour and eWOM with PLS-SEM, NCA, and fsQCA

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Evidence weight

0.37

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.16 × 0.4 = 0.06
M · momentum0.53 × 0.15 = 0.08
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.