| By: |
Ashish Ashok Uikey (Symbiosis International (Deemed University));
Ruturaj Baber (Christ University, Bengaluru, India);
Zericho R Marak (Symbiosis International (Deemed University)) |
| 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 |
| Date: |
2025–01–31 |
| URL: |
https://d.repec.org/n?u=RePEc:hal:journl:hal-04925852 |