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

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  • Ashish Ashish Ashok Uikey

    (Symbiosis International University)

  • Ruturaj Baber

    (Symbiosis International University)

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.

Suggested Citation

  • Ashish Ashish Ashok Uikey & Ruturaj Baber, 2023. "Exploring the Factors that Foster Green Brand Loyalty: The Role of Green Transparency, Green Perceived Value, Green Brand Trust and Self-Brand Connection," Post-Print hal-04346255, HAL.
    • Handle: RePEc:hal:journl:hal-04346255
    DOI: 10.31620/JCCC.09.23/13
    Note: View the original document on HAL open archive server: https://hal.science/hal-04346255
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