When green feels real: The impact of green brand authenticity on consumer green behaviour and eWOM with PLS-SEM, NCA, and fsQCA

Sustainability and corporate green initiatives are increasingly central to consumer expectations. This study examines how four dimensions of green brand authenticity (green servicescape, green practices, green customer engagement, and green support for locals) differentially shape consumer outcomes. Using 466 responses from guests at green-certified hotels in China, partial least squares structural equation modelling shows that servicescape, engagement, and local support foster brand identification, while practices, servicescape, and local support enhance brand love. Both mechanisms promote consumer green behaviour and electronic word-of-mouth. Multi-group analysis further confirms model robustness and reveals regional differences between developed and less-developed cities. Necessary condition analysis reveals that green practices are indispensable for consumer green behaviour, whereas electronic word-of-mouth requires the green servicescape and green support for locals. Fuzzy-set qualitative comparative analysis complements these findings by uncovering equifinal configurations through which authenticity dimensions jointly generate high consumer outcomes. By clarifying how authenticity perceptions condition behavioural engagement and communicative advocacy in distinct yet interrelated ways, this study refines understanding of sustainable consumer engagement beyond linear spillover assumptions.