Green Packaging Design and Green Customer Citizenship Behavior in Express Delivery Services: The Mediating Roles of Green Brand Image and Green Trust

Abstract

Green packaging has become a visible service touchpoint through which logistics firms signal environmental responsibility, yet limited empirical research explains how customers translate such packaging cues into voluntary pro-environmental support for the firm. Drawing on the Stimulus–Organism–Response (S-O-R)framework and social identity theory, this study examines whether green packaging design stimulates green customer citizenship behavior through green brand image and green trust. Survey data were collected from 466 customers in Zhuhai, Guangdong Province, China, who had used S-courier express services within the previous six months. Structural equation modeling was used to validate the measurement model and test direct, parallel mediation, and sequential mediation effects. Results show that green packaging design significantly enhances green brand image and green trust and directly promotes green customer citizenship behavior. Green brand image also strengthens green trust and customer citizenship behavior, while green trust further predicts customer citizenship behavior. Bootstrapping confirms partial mediation through green brand image, green trust, and a serial pathway from green packaging design to green brand image, green trust, and customer citizenship behavior. The findings identify green packaging design as a strategic stimulus that converts sustainability cues into customer advocacy and feedback behaviors in express delivery services..