See and Sing: How and When Does Frontline Employee Green Behavior Influence Consumer Evangelism?

ABSTRACT Drawing upon the service encounter perspective and attribution theory, this study develops an integrated model linking frontline employees' green behavior with consumer evangelism, incorporating the serial mediating role of consumer positive generalization and satisfaction, as well as the moderating role of consumer attribution. To test our theoretical model, we conducted three experiments and recruited a total of 500 participants. The results reveal a significant positive impact of frontline employee green behavior on consumer evangelism. This effect is mediated by consumer positive generalization and satisfaction. Furthermore, consumer attribution about frontline employee green behavior moderates the serial mediating effect such that the mediating effect is stronger under the condition of substantive attribution (vs. symbolic attribution). This study contributes to the literature on green services and green marketing. Additionally, it offers valuable practical insights for companies looking to build a green reputation and enhance customer loyalty by implementing sustainable practices.