Brewing Environmental Advocacy: From Bandwagon and Self-Congruence to Warm Glow in Sustainable Coffee Shops

This study investigates the psychological drivers of consumer loyalty and advocacy in eco-friendly coffee shops, emphasizing the emotional role of warm glow. Survey data from 541 domestic Thai customers aged 19 and above who had patronized sustainability-oriented coffee shops show that both the perceived bandwagon effect and self-image congruence positively influence warm glow, with the latter exerting a stronger impact. Warm glow enhances green loyalty, which subsequently promotes pro-environmental advocacy. Green loyalty partially mediates the relationship between warm glow and advocacy, indicating that emotional satisfaction alone is insufficient without sustained loyalty. The findings underscore the stronger influence of identity-based motivation over social influence in supporting eco-friendly behavior and suggest designing value-aligned, emotionally engaging experiences to foster loyalty and sustainability advocacy.