Environmental Marketing Strategy and Customer Citizenship Behavior: An Investigation in a Café Setting

ABSTRACT This study investigates the role that environmental marketing strategy plays in enhancing customer citizenship behavior (CCB) – directly, indirectly, and interactively with brand familiarity. Drawing on data collected from 439 Starbucks customers in Lebanon, the findings of the study support the exists of a positive relationship between environmental marketing strategy and two forms of CCB – namely, the policing of other customers and the helping of other customers. Evidence indicated that corporate reputation plays a mediating role in the relationship between environmental marketing strategy and CCB. Moreover, brand familiarity served as a moderator factor that positively influences the relationship between environmental marketing strategy and CCB. Further, the conditional indirect effect of brand familiarity on the relationship between environmental marketing strategy and CCB through corporate reputation indicated a significant positive impact.