Impact of green reputation on green evangelism: the role of green fidelity, respect and credibility

Purpose This study aims to understand the significance of fostering a sustainable society and supporting environmental causes as a means of societal advancement, the establishment and promotion of green brands hold substantial importance. To facilitate the diffusion of eco-friendly ideas within communities, our current study investigates the impact of perceived reputation and green credibility on green evangelism, with a focus on the mediating roles of green fidelity and green respect. Design/methodology/approach Drawing on the theoretical framework of consumer-brand relationships, this scholarly inquiry has proposed a comprehensive framework that delineates the relationships among perceived reputation, green credibility, green evangelism, green fidelity and green respect. Given the growing importance of tourism worldwide, this research focused on Iranian hotels with the following characteristics: a history of tourist stays and a reputation based on tourist preference. To scrutinize the proposed research model, SPSS and partial least squares structural equation modeling were utilized. This study employed a quantitative methodology, and data collection was compiled using a questionnaire. A total of 385 questionnaires were gathered through both in-person and online methods. Findings The research findings indicate a positive and statistically significant impact of perceived green reputation on green evangelism, green credibility, green fidelity and green respect. Additionally, the study confirmed the mediating effect of green respect on the relationship between perceived green reputation and green evangelism; however, the mediating role of green fidelity did not reach statistical significance. Originality/value This research provides a novel perspective on advancing green evangelism. By strengthening emotional connections with the brand, green evangelism lays the groundwork for developing green respect and green credibility. This approach, which focuses on enhancing emotional bonds with the brand, contributes to the expansion of green brands in developing countries. Therefore, instead of direct advertising for green brands, the focus should be on attracting key customers to form a community dedicated to the green brand.