Transforming Green Transparency into Green Brand Loyalty and Repurchase Intentions: The Role of Brand Image and Credibility among Electric Vehicle Users

Ashish Ashok Uikey, Ruturaj Baber and Zericho Marak
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Ashish Ashok Uikey: Symbiosis International (Deemed University)
Ruturaj Baber: Christ University, Bengaluru, India
Zericho Marak: Symbiosis International (Deemed University)

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Abstract: The present study leverages the Stimulus-Organism-Behavior-Consequence (SOBC) framework to investigate how green transparency influences green brand loyalty and repurchase intention among electric vehicle consumers. Specifically, it examines the mediating roles of brand image and brand credibility in the relationships among green transparency, green brand loyalty, and repurchase intention. Data collected from 386 electric vehicle users were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM). Results reveal that green transparency positively impacts brand image and brand credibility, which subsequently enhances green brand loyalty and repurchase intention. Mediation analysis further highlights brand image and brand credibility as critical mechanisms linking green transparency to green brand loyalty. This study extends the SOBC framework to green marketing, offering theoretical and practical insights into fostering sustainable consumer behavior. By emphasizing the role of green transparency in building credible and compelling brand narratives, the findings guide marketers in cultivating consumer trust and loyalty while supporting policymakers in formulating transparency regulations for a sustainable marketplace.

Keywords: Brand credibility; Brand image; Electric vehicles; Green brand loyalty; Green marketing; Green transparency; Repurchase intention (search for similar items in EconPapers)
Date: 2025-01-31
New Economics Papers: this item is included in nep-agr, nep-ene, nep-ipr, nep-mkt and nep-tre
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Published in Journal of Applied Structural Equation Modeling, 2025, 9 (1), pp.1-24. ⟨10.47263/JASEM.9(1)02⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04925852

DOI: 10.47263/JASEM.9(1)02

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