The influence of green virtual brand community experience on green customer citizenship behavior

In this study we explored how green virtual brand community experience influences green community identity and green customer citizenship behavior. The target population comprised consumers who had the experience of joining Xintiandi’s virtual brand community in China. The results of a survey conducted with 436 members of this brand community indicated that green information experience, green entertainment experience, and green interactive experience were determinants of green community identity. There was a positive association between green community identity and green customer citizenship behavior, and green community identity acted as a mediator between green virtual brand community experience and green customer citizenship behavior. Our research enriches the existing literature by establishing the roles of green information experience, green entertainment experience, and green interactive experience as they influence green community identity, which, in turn, generates members’ voluntary behaviors in supporting environmentally friendly activities.