TRANSFORMING GREEN TRANSPARENCY INTO GREEN BRAND LOYALTY AND REPURCHASE INTENTIONS: THE ROLE OF BRAND IMAGE AND CREDIBILITY AMONG ELECTRIC VEHICLE USERS

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 i...

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Bibliographic Details
Published inJournal of Applied Structural Equation Modelling Vol. 9; no. 1; pp. 1 - 24
Main Authors Uikey, Ashish Ashok, Baber, Ruturaj, Marak, Zericho R.
Format Journal Article
LanguageEnglish
Published Sarawak Research Society (SRS) 2025
Subjects
brand credibility
brand image
Business administration
electric vehicles
green brand loyalty
green marketing
green transparency
Humanities and Social Sciences
Methodology
Methods and statistics
Other Statistics
Psychology
repurchase intention
Statistics
Green transparency
Green brand loyalty
Electric vehicles
Green marketing
Brand credibility
Brand image
Repurchase intention
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Summary: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.
ISSN:2590-4221
2590-4221
DOI:10.47263/JASEM.9(1)02