Supplier green management and customer engagement behavior: the mediating role of green perceived value
Ismail Abdi Changalima, Honest F. KimarioPurpose
This study examines the mediating effect of green perceived value on the relationship between supplier green management and customer engagement behavior.
Design/methodology/approach
The study involved cross-sectional data that were collected from 263 customers of green food products in Tanzania through structured questionnaires. The data were analyzed using partial least squares structural equation modeling.
Findings
The research reveals that supplier green management has a positive direct and indirect effect on customer engagement behavior through the mediating role of green perceived value. Specifically, green perceived value partially mediates the relationship between supplier green management and customer engagement behavior. The percentage of variance accounted for is 47.35%, which confirms that green perceived value plays a relevant role in transmitting the effect of supplier green management on customer engagement behavior while a significant direct path remains. In addition, the multigroup analysis indicates that there is no statistically significant difference between female and male respondents on the indirect effect, confirming that the mediating effect does not differ significantly across males and females.
Originality/value
From the customer perspective, this study explains the role of green perceived value as a mechanism through which supplier green management and customer engagement behavior relate. The study adds to our understanding of the critical role of customer perceptions of supplier green management and green value in fostering engagement, particularly in green food supply chains. Additionally, the multigroup analysis by gender provides valuable insights into consumer behavior in business markets by highlighting that the mediating effect of green perceived value on the relationship between firms’ sustainable practices and customer engagement is consistent across both groups.