Analysing the impact of green consumption values on brand responses and behavioural intention

Environmental sustainability is an increasingly important issue for many business and social actors. This has led many scholars to research the effects of this phenomenon from various points of view trying to understand whether green attitudes can influence consumer behaviours in sustaining consumer–brand relationships. Accordingly, this paper aims to explore the impact of green consumer values on consumer–brand relationships in driving intentional behaviour. The authors developed an empirical study based on a research framework with six latent variables and 43 manifest variables using a partial least squares‐structural equation (PLS‐SEM). A survey was given to a sample of Italian consumers (n = 661) to explore mobility choices from a sustainability perspective (i.e. car and motorcycle users). The main findings show that green consumption values positively impact offline and online brand responses. Moreover, the research outcomes are discussed and evaluated in terms of theoretical, managerial and policy implications. Finally, we present the main limits and future research opportunities.