Green Experiential Marketing, Experiential Value, Relationship Quality, and Customer Loyalty in Environmental Leisure Farm

Abstract

Environmental/green marketing has emerged as one of the dominant paradigms of marketing in recent years. However, aspects, such as internationalization, the development of artificial intelligence, and stress from growing global competitive forces, have brought about changes in the way leisure farms approach experiential marketing with a significant environmental focus. In this context, the concept of relationship quality offers an opportunity for environmental leisure farms to understand how green experiential marketing impacts consumers’ perceived value and the ongoing interaction relationship. This study adopts a comprehensive perspective that includes green experiential marketing and relationship marketing that leisure farms use in order to enhance customer loyalty, and analyzes the effect of a series of elements inherent to customer psychic or personal needs. Seven hundred fifty-four valid copies of questionnaire were adopted in total. To verify the proposed model empirically, a survey of customers of environmental leisure farms in Taiwan was conducted. Structural equation modeling is conducted to examine the research hypotheses. The findings show that, overall, green experiential marketing has positive direct effects on experiential value and experiential value has positive direct effects on trust, commitment, and satisfaction. At the same time, trust and satisfaction have positive effects on attitudinal and behavioral loyalty. In addition, attitudinal loyalty has a positive influence on behavioral loyalty.

Tourist Satisfaction, Willingness to Revisit and Recommend, and Mountain Kangyang Tourism Spots Sustainability: A Structural Equation Modelling Approach

“…Based on the definitions and conclusions of previous research, this study defines "experience value" in MKT as the feelings and evaluation of consumers when using the facilities and services in MKT. Experiential value can be classified into five types: functional [46], contextual [43,46], cognitive [47,48], emotional [44][45][46], and economic values [49,50].…”

Green Marketing Practices Related to Key Variables of Consumer Purchasing Behavior

“…Regarding the practices oriented toward the green shopping experience, organizations apply green experiential marketing strategies, generating environments that offer a pleasant shopping experience and provoke positive memories that add value to the product and the brand [28,86,92]. Those have effects on consumer trust, commitment, loyalty, and satisfaction.…”

“…[90] Motivation of green consumption through attention by the opposite sex [91] Greenwashing [11] Green Purchasing Experience Green experiential marketing [28,86,92] Trust, commitment, loyalty, satisfaction, and green experiential value.…”

“…In this way, organizations that apply this practice seek to build positive long-term relationships through an unforgettable shopping experience caused by the service offered and the ecological value proposition of the organization. Regarding the relationship between these GM practices and the key variables associated with purchasing behavior, the research reviewed showed the following results: (a) high satisfaction; (b) increased trust in the product; (c) commitment to the purpose of the organization; (d) brand loyalty; and (e) increased green experiential value of the products they purchased [28,86,92].…”

Cultural Entertainment Consumption and Empathy Communication Mechanism

“…Driven by the development of the Internet, the exchange of individuals' interests has broken through the regional shackles and presented the characteristics of the new era (Wang et al, 2020a , 2021 ; Xu et al, 2020 ; Li et al, 2021a ; Deng et al, 2022 ). The development of information technology and big data availability enables individuals to make a more diverse evaluation of consumption (Wang et al, 2020b ; Zhang S. et al, 2020 ; Lee and Peng, 2021 ; Li et al, 2021b ; Yi et al, 2021a ; Geng et al, 2022 ). Films are facing multiple influences and impacts from the characteristics of community discourses, and the development of the film industry is confronting new opportunities and challenges (Yi et al, 2020 ).…”