Exploring the Factors that Foster Green Brand Loyalty: The Role of Green Transparency, Green Perceived Value, Green Brand Trust and Self-Brand Connection

Ashish Uikey () and Ruturaj Baber
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Ashish Uikey: Symbiosis International (Deemed University)
Ruturaj Baber: CHRIST (Deemed to be University)

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Abstract: This study attempts to examine the impact of green brand trust and self-brand connection on green brand loyalty, with green perceived value and green transparency as antecedents. The responses were collected from and users of electric vehicles, and the proposed hypotheses were tested using Structural Equation Modeling (SEM) through SmartPLS 4. The study found that green brand trust had a significant positive impact on green brand loyalty, while the relationship between self-brand connection and green brand loyalty significant but weak. The study highlighted the importance of green perceived value as an antecedent for self-brand connection and green brand trust, which was more significant than green transparency. The study offers insights to practitioners enhancing their knowledge on formation of customer, allowing them to develop effective marketing strategies. The study recommends that companies emphasize transparency in their marketing approaches and address green challenges related to their products' environmental value. Furthermore, the study suggests that green brand loyalty may be achieved through green transparency and green perceived value, which are crucial for establishing green brand trust.

Keywords: Green Marketing; Green Transparency; Green Brand Trust; Self-brand Connection; Green Brand Loyalty; Consumer Behavior; Electric Vehicles (search for similar items in EconPapers)
Date: 2023-09-23
New Economics Papers: this item is included in nep-agr, nep-ene, nep-env, nep-ipr and nep-mkt
Note: View the original document on HAL open archive server: https://hal.science/hal-04803874v1
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Citations: View citations in EconPapers (1)

Published in Journal of Content, Community & Communication, 2023, 18 (9), pp.155-170. ⟨10.31620/JCCC.09.23/13⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04803874

DOI: 10.31620/JCCC.09.23/13

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