IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-04925852.html
   My bibliography  Save this paper

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

Author

Listed:
  • 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.

Suggested Citation

  • Ashish Ashok Uikey & Ruturaj Baber & Zericho R Marak, 2025. "Transforming Green Transparency into Green Brand Loyalty and Repurchase Intentions: The Role of Brand Image and Credibility among Electric Vehicle Users," Post-Print hal-04925852, HAL.
    • Handle: RePEc:hal:journl:hal-04925852
    DOI: 10.47263/JASEM.9(1)02
    Note: View the original document on HAL open archive server: https://hal.science/hal-04925852v1
    as

    Download full text from publisher

    File URL: https://hal.science/hal-04925852v1/document
    Download Restriction: no
    File URL: https://libkey.io/10.47263/JASEM.9(1)02?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. GEN LI & Amir Homayounfard & Maged A A Ali, 2020. "Exploring the Influence of Green Transparency Improvement on the Trust Repair after Greenwashing," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 194-206, August.
    2. 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-04803874, HAL.
    3. GEN LI & Amir Homayounfard & Maged A A Ali, 2020. "Exploring the Influence of Green Transparency on the Purchase Intention of Green Products," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 182-193, August.
    4. Mobin Fatma & Imran Khan, 2023. "CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification," Sustainability, MDPI, vol. 15(1), pages 1-13, January.
    5. Michael Palanski & Surinder Kahai & Francis Yammarino, 2011. "Team Virtues and Performance: An Examination of Transparency, Behavioral Integrity, and Trust," Journal of Business Ethics, Springer, vol. 99(2), pages 201-216, March.
    6. Lin, Jialing & Lobo, Antonio & Leckie, Civilai, 2017. "The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 35(C), pages 133-141.
    7. Sansome, Kate & Wilkie, Dean & Conduit, Jodie, 2024. "Beyond information availability: Specifying the dimensions of consumer perceived brand transparency," Journal of Business Research, Elsevier, vol. 170(C).
    8. Mladen Pancić & Hrvoje Serdarušić & Dražen Ćućić, 2023. "Green Marketing and Repurchase Intention: Stewardship of Green Advertisement, Brand Awareness, Brand Equity, Green Innovativeness, and Brand Innovativeness," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    9. Cambier, Fanny & Poncin, Ingrid, 2020. "Inferring brand integrity from marketing communications: The effects of brand transparency signals in a consumer empowerment context," Journal of Business Research, Elsevier, vol. 109(C), pages 260-270.
    10. Sehgal, Nidhi & Jham, Vimi & Malhotra, Gunjan, 2023. "Does green brand anthropomorphism influence repurchase intention? Understanding the impact of brand warmth, psychological ownership, and self-brand congruity," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Carmen M. Felipe & José L. Roldán & Antonio L. Leal-Rodríguez, 2017. "Impact of Organizational Culture Values on Organizational Agility," Sustainability, MDPI, vol. 9(12), pages 1-23, December.
    12. Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    13. Jung, Jaesuk & Kim, Sang Jin & Kim, Kyung Hoon, 2020. "Sustainable marketing activities of traditional fashion market and brand loyalty," Journal of Business Research, Elsevier, vol. 120(C), pages 294-301.
    14. Yung-Hsin Lee & Shui-Lien Chen, 2019. "Effect of Green Attributes Transparency on WTA for Green Cosmetics: Mediating Effects of CSR and Green Brand Concepts," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    15. Sarstedt, Marko & Ringle, Christian M. & Smith, Donna & Reams, Russell & Hair, Joseph F., 2014. "Partial least squares structural equation modeling (PLS-SEM): A useful tool for family business researchers," Journal of Family Business Strategy, Elsevier, vol. 5(1), pages 105-115.
    16. Danish Mehraj & Ishtiaq Hussain Qureshi, 2022. "Does green brand positioning translate into green purchase intention?: A mediation–moderation model," Business Strategy and the Environment, Wiley Blackwell, vol. 31(7), pages 3166-3181, November.
    17. Laato, Samuli & Islam, A.K.M. Najmul & Farooq, Ali & Dhir, Amandeep, 2020. "Unusual purchasing behavior during the early stages of the COVID-19 pandemic: The stimulus-organism-response approach," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    18. Anna Watson & Rozenn Perrigot & Olufunmilola (Lola) Dada, 2024. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 806-819, February.
    19. Yu-Shan Chen & Shu-Tzu Hung & Ting-Yu Wang & A-Fen Huang & Yen-Wen Liao, 2017. "The Influence of Excessive Product Packaging on Green Brand Attachment: The Mediation Roles of Green Brand Attitude and Green Brand Image," Sustainability, MDPI, vol. 9(4), pages 1-15, April.
    20. 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.
    21. Yu‐Shan Chen, 2013. "Towards green loyalty: driving from green perceived value, green satisfaction, and green trust," Sustainable Development, John Wiley & Sons, Ltd., vol. 21(5), pages 294-308, September.
    22. Szerena Szabo & Jane Webster, 2021. "Perceived Greenwashing: The Effects of Green Marketing on Environmental and Product Perceptions," Journal of Business Ethics, Springer, vol. 171(4), pages 719-739, July.
    23. Maduku, Daniel K., 2024. "How environmental concerns influence consumers’ anticipated emotions towards sustainable consumption: The moderating role of regulatory focus," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    24. Mahnaz Mansoor & Abid Saeed & Budi Rustandi Kartawinata & Muhammad Kamran Naqi Khan, 2022. "Derivers of green buying behavior for organic skincare products through an interplay of green brand evaluation and green advertisement," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 13(4), pages 328-343, October.
    25. Foroudi, Pantea & Jin, Zhongqi & Gupta, Suraksha & Foroudi, Mohammad M. & Kitchen, Philip J., 2018. "Perceptional components of brand equity: Configuring the Symmetrical and Asymmetrical Paths to brand loyalty and brand purchase intention," Journal of Business Research, Elsevier, vol. 89(C), pages 462-474.
    26. Shahid Bashir & Muddasar Ghani Khwaja & Yasir Rashid & Jamshid Ali Turi & Tariq Waheed, 2020. "Green Brand Benefits and Brand Outcomes: The Mediating Role of Green Brand Image," SAGE Open, , vol. 10(3), pages 21582440209, August.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kara, Karahan & Yalçın, Galip Cihan & Akagün Ergin, Elif & Simic, Vladimir & Pamucar, Dragan, 2024. "A neutrosophic WENSLO-ARLON model for measuring sustainable brand equity performance," Socio-Economic Planning Sciences, Elsevier, vol. 94(C).
    2. Muhammad Ussama Majeed & Sumaira Aslam & Shah Ali Murtaza & Szakács Attila & Edina Molnár, 2022. "Green Marketing Approaches and Their Impact on Green Purchase Intentions: Mediating Role of Green Brand Image and Consumer Beliefs towards the Environment," Sustainability, MDPI, vol. 14(18), pages 1-18, September.
    3. Ittefaq, Huma & Akhtar, Naeem & Siddiqi, Umar Iqbal & Islam, Tahir & Kuzior, Aleksandra, 2024. "The betrayal puzzle: Unraveling the connection between inauthenticity, corporate wrongdoing and brand betrayal with avoidance and reparation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    4. Jing Li & Lifen Hu & Muhammad Farhan Basheer, 2024. "Linking green perceived value and green brand loyalty: a mediated moderation analysis of green brand attachment, green self-image congruity, and green conspicuous consumption," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 26(10), pages 25569-25587, October.
    5. Anna Watson & Rozenn Perrigot & Olufunmilola (Lola) Dada, 2024. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Business Strategy and the Environment, Wiley Blackwell, vol. 33(2), pages 806-819, February.
    6. Sajjad, Aqsa & Zhang, Qingyu & Asmi, Fahad & Anwar, Muhammad Azfar & Bhatia, Meena, 2024. "Identifying the motivating factors to promote socially responsible consumption under circular economy: A perspective from norm activation theory," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. Muhammad Ishfaq Khan & Shahbaz Khalid & Umer Zaman & Ana Ercília José & Paulo Ferreira, 2021. "Green Paradox in Emerging Tourism Supply Chains: Achieving Green Consumption Behavior through Strategic Green Marketing Orientation, Brand Social Responsibility, and Green Image," IJERPH, MDPI, vol. 18(18), pages 1-24, September.
    8. Ziyi Fang, 2024. "Greenwashing Versus Green Authenticity: How Green Social Media Influences Consumer Perceptions and Green Purchase Decisions," Sustainability, MDPI, vol. 16(23), pages 1-13, December.
    9. Srivastava, Shefali & Dwivedi, Ashish & Mangla, Sachin Kumar & Dey, Bidit L. & Koufopoulos, Dimitrios N., 2024. "Mindfully fashioned: Sustaining style through product value retention," Journal of Retailing and Consumer Services, Elsevier, vol. 81(C).
    10. Sharma, Manu & Kaushal, Deepak & Joshi, Sudhanshu, 2023. "Adverse effect of social media on generation Z user's behavior: Government information support as a moderating variable," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    11. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.
    12. Imran Khan & Mobin Fatma, 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator," Sustainability, MDPI, vol. 15(10), pages 1-13, May.
    13. Fazli-Salehi, Reza & Torres, Ivonne M. & Madadi, Rozbeh & Zúñiga, Miguel Ángel, 2021. "Multicultural advertising: The impact of consumers’ self-concept clarity and materialism on self-brand connection and communal-brand connection," Journal of Business Research, Elsevier, vol. 137(C), pages 46-57.
    14. AlNuaimi, Bader K. & Kumar Singh, Sanjay & Ren, Shuang & Budhwar, Pawan & Vorobyev, Dmitriy, 2022. "Mastering digital transformation: The nexus between leadership, agility, and digital strategy," Journal of Business Research, Elsevier, vol. 145(C), pages 636-648.
    15. Adriana Amaya Rivas & Ying-Kai Liao & Minh-Quan Vu & Chia-Sheng Hung, 2022. "Toward a Comprehensive Model of Green Marketing and Innovative Green Adoption: Application of a Stimulus-Organism-Response Model," Sustainability, MDPI, vol. 14(6), pages 1-17, March.
    16. Hanna Górska-Warsewicz & Maciej Dębski & Michal Fabuš & Marián Kováč, 2021. "Green Brand Equity—Empirical Experience from a Systematic Literature Review," Sustainability, MDPI, vol. 13(20), pages 1-34, October.
    17. Gleim, Mark R. & McCullough, Heath & Sreen, Naman & Pant, Logan G., 2023. "Is doing right all that matters in sustainability marketing? The role of fit in sustainable marketing strategies," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    18. Kumar, Sushant & Murphy, Mikko & Talwar, Shalini & Kaur, Puneet & Dhir, Amandeep, 2021. "What drives brand love and purchase intentions toward the local food distribution system? A study of social media-based REKO (fair consumption) groups," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    19. Dan-Cristian Dabija & Veronica Câmpian & Anna-Rebeka Pop & Raluca Bãbu?, 2022. "Generating loyalty towards fast fashion stores: a cross-generational approach based on store attributes and socio-environmental responsibility," Oeconomia Copernicana, Institute of Economic Research, vol. 13(3), pages 891-934, September.
    20. Yannopoulou, Natalia & Chandrasapth, Koblarp & Bian, Xuemei & Jin, Boyi & Gupta, Suraksha & Liu, Martin J., 2024. "How Disinformation Affects Sales: Examining the Advertising Campaign of a Socially Responsible Brand," Journal of Business Research, Elsevier, vol. 182(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-04925852. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.