Purpose: The authors aim to apply an “interpretive context – organizational action – outcome” framework to explore the positive effect of green organizational identity on green innovation performance. Besides, they would like to verify that both environmental commitment and environmental...

Purpose: This study aims to combine the literature on green marketing and relationship marketing into a new managerial framework of green trust. In addition, this study seeks to elaborate the relationships among green perceived quality, green perceived risk, green satisfaction, and green trust....