The Effect of Brand Lovemark on Reusable Cups in Coffee Shops: Machine Use Intention, Willingness to Pay a Deposit, and Green Brand Loyalty

Despite significant coffee shops' efforts to promote sustainable practices, customers' actual CSR engagement in the coffee shop industry is still low. This is because CSR practices in the hospitality industry often require customer engagement, which can sometimes be inconvenient for customers, and some customers may even be skeptical about green practices themselves. Thus, this study examines the effect of brand lovemark on three customer behavioral outcomes (i.e., green brand loyalty, willingness to pay a deposit, and machine use intention) in coffee shops' CSR practices. We used a scenario-based experimental design on CSR practices in two coffee shop brands (i.e., Starbucks and Dunkin'). The study demonstrates that consumers with a high brand lovemark act more positively toward coffee shop CSR practices than customers with a low brand lovemark. In addition, the interactions between brand lovemark and gender appear to be important in all three behavioral outcomes. Specifically, it confirms that men and women show different levels of behavior outcomes depending on their level of brand lovemark. Theoretical and managerial implications are also suggested with the direction for future study.