Abstract
Providing customers with memorable experiences and environmentally friendly offers have
become the new mantra for many firms. Resulting from pleasant experiences, customer
satisfaction, trust and positive word-of-mouth (WOM) are pivotal levers for building strong
relationships with customers. The purpose of this study is to investigate the linkages between
customer green satisfaction, green trust and positive WOM from an experiential perspective,
and examine whether environmental consciousness moderates these relationships. A selfadministrated
survey was used to collect the data from a sample of 440 South African owners
of eco-friendly appliances. The results confirmed that positive WOM is impacted by levels of
experiential green satisfaction and experiential green trust. Experiential green satisfaction was
found to strongly affects experiential green trust. Further, the findings revealed that these
relationships are not moderated by the customer’s level of environmental consciousness.
Theoretical and managerial implications of the study are presented in the paper.