Effect of eco-friendly management of golf clubs on golfers’ behavioral intention to return: green image, perceived quality as mediator and green marketing as moderator

This research offers valuable contributions to the literature on environmental psychology and sustainable service management. It uncovers the psychological mechanisms-specifically green image and perceived quality-through which eco-friendly practices influence consumer behavior. Moreover, it highlights the role of green marketing in shaping environmental perceptions. For golf clubs aiming to enhance customer retention, this study suggests that sustainability initiatives must be effectively communicated and designed to improve both image and service quality. The results underscore the strategic importance of aligning operational greening with targeted environmental messaging.