The relationship between employees’ green brand understanding and green brand citizenship behavior

This study explored how employees’ understanding of green brands affects their green brand citizenship behavior. We surveyed 356 restaurant employees in Taiwan and used structural equation modeling to analyze the data. The results showed that green brand understanding was positively correlated with green brand identification and green brand love. In addition, green brand identification and green brand love both exerted mediating effects in the relationship between understanding green brands and engaging in green brand citizenship behavior. This study fills a research gap by examining the role of employees’ understanding of green brands in promoting green brand citizenship behavior and provides practical guidance for increasing employee engagement in voluntary green activities.