What drives green advocacy? A case study of leisure farms in Taiwan

The purpose of this study is to test a research model to gain a better understanding of the relationships among environmental concern, green experiential quality, green experiential satisfaction, green experiential loyalty, green perceived flow, green perceived playfulness and green advocacy. The findings are based on a structural equation model analysis of a convenience sample of 483 visitors at Tamarind Ecological Education Leisure Farm in Taichung, Taiwan. The results will assist leisure farm management to develop and implement market-orientated service strategies to increase environmental concern, green experiential quality, green experiential satisfaction and green experiential loyalty, enhance green perceived flow and green perceived playfulness, and increase green advocacy.