How Green Image Shapes Eco-friendly Consumer Citizenship Behavior: The Mediating Role of Emotional Attachment and the Moderating Effect of Educational Attainment

Purpose: This study investigates how a restaurant’s green image and psychological benefits influence customers’ emotional attachment, and how this attachment affects consumers’ eco-friendly behavior (CEFB) and eco-friendly citizenship behavior (CEFCB). The aim is to understand how green marketing encourages sustainable behavior in fine dining. Research design, data and methodology: Based on the Stimulus-Organism-Response (SOR) framework, place attachment, and consumer citizenship behavior theories, survey data from 501 South Korean fine-dining customers were analyzed using SmartPLS 4.0. Multi-group analysis examined differences by education level. Results: The green image positively influences psychological benefits, emotional attachment, and CEFCB. Psychological benefits have a stronger impact on emotional attachment than green image. Emotional attachment fully mediates the relationship between green image and CEFB and partially mediates the link with CEFCB. Green image does not directly affect CEFB. Emotional attachment is a key driver of both CEFB and CEFCB. Its effect on CEFCB is stronger among highly educated consumers. Conclusions: Fostering emotional attachment through green image and psychological benefits is vital to promote eco-friendly behaviors. Emotional attachment is a critical mediator of sustainable consumer actions. Marketing strategies should consider education levels to maximize impact and support sustainability in the hospitality industry.