Green Mobility Choices to Build Consumer-Brand Relationships: A Multigroup Analysis

Francesco Calza, Giuseppe Ragione (), Marcello Risitano and Annarita Sorrentino
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Francesco Calza: University of Naples “Parthenope”
Giuseppe Ragione: University of Naples “Parthenope”
Marcello Risitano: University of Naples “Parthenope”
Annarita Sorrentino: University of Naples “Parthenope”

Chapter Chapter 39 in Advanced Perspectives and Trends in Digital Transformation of Firms, Networks, and Society, 2025, pp 477-484 from Springer

Abstract: Abstract In recent times, the escalating problem of global pollution has demanded urgent attention from various stakeholders, including governments, businesses, and consumers. The digital age has catalyzed a shift in consumer attitudes, increasing awareness about the environmental impacts of their consumption choices and fostering the rise of “green consumers” who prioritize products with minimal environmental footprints. This chapter examines the influence of Green Consumption Values on brand experience, brand trust, and the intention to engage in word of mouth within the mobility sector, including cruise and automotive industries. These sectors have been scrutinized for their environmental impacts, leading to significant sustainability investments to align with consumer expectations and leverage sustainability as a competitive advantage. The multigroup structural equation modeling analysis of responses from 709 participants reveals that green values positively influence brand experience and trust, which in turn, enhance consumer word-of-mouth intentions, underscoring the critical role of environmental commitment in consumer–brand relationships within the mobility sector.

Keywords: Green consumer; Consumer–brand relationships; Mobility sectors; Structural equation modeling (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-031-80692-6_39

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DOI: 10.1007/978-3-031-80692-6_39

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