Employees’ Green Brand Love and Green Brand Citizenship Behavior: Perspectives of Social Exchange Theory

Previous research suggested that brand love can enhance employees’ brand citizenship behaviors. In addition, organizational culture can serve as a moderator of the relationship between employees’ brand love and brand altruistic behaviors. Applying this concept in organizational green activities, this research aims to examine the relationship between green brand love and green brand citizenship behavior, and the moderator of culture in the restaurant industry, focusing on contact employees’ perspective. We gathered data from first-line personnel in China’s restaurants, this study chosen 7 chain restaurants which have more than one hundred employee, and each were sent 100 questionnaires. Of the 700 questionnaires sent to frontline employees, 512 valid questionnaires were gathered, representing a response rate of 73.1%. Consistent with our predictions, green brand love exerts a positive effect on green brand citizenship behevior, and testing the moderating effects of organizational cultures reveal that clan culture and adhocracy culture can strengthen the relationship between green brand love and green brand citizenship behavior.