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In the realm of tourism and sustainability, transportation and mobility hold a crucial position. Among the green product categories, three-wheeled electric vehicles have gained significant attention due to their environmental benefits. However, research on consumers’ intentions to purchase these vehicles is limited, particularly in Asian destinations like Sri Lanka. This study aims to bridge this gap by examining the direct and indirect impacts of green brand awareness, green brand associations and green perceived quality of local Sri Lankans’ intention to choose branded electric three-wheelers in future purchase decisions.

A questionnaire survey garnered 400 usable responses, and structural equation modeling was used to test hypotheses.

The results indicate that green brand awareness, green brand associations and green perceived quality have a direct positive and significant effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions and green trust. Also, green trust has a positive and significant direct effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions. Furthermore, the results indicate that only green brand associations and green perceived quality have an indirect positive and significant effect on consumers’ intention to choose branded electric three-wheelers in future purchase decisions through green trust.

This research contributes to the tourism industry and other sectors involved in sustainability efforts in several ways. First, it emphasizes the importance of fostering positive associations with eco-friendly attributes and perceived product quality to build consumer trust and influence their purchase intentions for green products. Second, the study underscores the relevance of highlighting eco-friendly product attributes to stimulate consumer interest and adoption of green products. Finally, it theoretically underscores the significance of building trust through transparent and credible sustainability initiatives.

Utilizing the Stimulus-Organism-Response framework, this study examines how stimuli such as green sustainability efforts and brand image affect organisms namely brand experience and brand trust, leading to brand-related outcomes such as brand affinity, brand satisfaction and purchase intention in the soft drink industry in Singapore.

An online survey was administered to a total of 243 members of several Singapore-based Facebook groups. The data were analyzed using structural equation modeling.

The results show the positive effects of green sustainability efforts on brand image, brand experience and brand trust. Brand experience affects brand satisfaction, brand affinity and purchase intention, whereas brand trust affects brand satisfaction and purchase intention. Moreover, the mediating roles of brand experience and brand trust are verified.

To build strong consumer-brand relationships, managers can elevate brand experience and brand trust through the implementation of green sustainability efforts.

This study adds to the body of green sustainability literature by verifying the mediating effect of brand experience and brand trust in the relationship between green sustainability efforts and brand-related outcomes. The study clarifies the direct and indirect antecedents of brand affinity, brand satisfaction and purchase intention.

Consumer satisfaction towards a brand is one of a firm’s important performance outcomes. However, building a strong green brand to foster consumers’ satisfaction is often challenging for firms. Drawing on the dynamic capability and mechanism-enabling perspectives of ambidexterity. The purpose of this research is to explore mechanisms of perceived brand performance and green trust through which green brand ambidexterity acts as a facilitator of consumer satisfaction.

The hypothesized relationships were tested by both partial least squares structural equation modelling (PLS-SEM; symmetric approach) and fuzzy set qualitative comparative analysis (fsQCA; asymmetric approach) with data collected from a green consumer questionnaire survey in Hong Kong.

The results from PLS-SEM indicate that green brand ambidexterity affects consumer satisfaction through multiple mediating paths of perceived brand performance, green trust-consumer and the sequential integration of perceived brand performance and green trust. Results from fsQCA further reinforced these findings.

The present research provides a nuanced understanding of how ambidexterity enhances consumer satisfaction in the context of a green brand by identifying multiple mechanisms.

There is a lack of research on how green brand ambidexterity affects green brand outcomes from the perspective of value creation for consumers. The present research fills this gap by providing more comprehensive explanations of mechanisms for green brand ambidexterity to facilitate consumer satisfaction. It also offers a better understanding of how the effects of green brand ambidexterity are viewed on a path-dependency that is aligned with the dynamic capability perspective of ambidexterity and how green trust forms a critical path to enable green brand ambidexterity and perceived brand performance to enhance consumer satisfaction.

Few studies have explored how to foster green customer citizenship behavior. Therefore, the aim of this study was to understand the factors influencing green customer citizenship behavior in a restaurant context.

This study proposes a conceptual model, based on previous studies, hypothesizing that green attributes transparency engenders green brand image and green trust, which together facilitate green customer citizenship behavior. The authors used structural equations modeling with data collected from 312 consumers in Taiwan to do the analysis.

The findings indicate that green attributes transparency plays a strong role in determining green brand image and green trust, which enhance green customer citizenship behavior. Managerial implications to aid businesses in developing strategies to enhance their ability to foster green citizenship behavior among its consumers for competitive advantage is also provided, together with an outline of the limitations of the study.

This study used the concept of stimulus–organism–response to test the stimuli of green attributes transparency to enhance customer citizenship behavior mediated by green brand image and green trust. This study makes two theoretical contributions. First, this study extended the concept of attributes transparency, brand image, trust and customer citizenship behavior to a green context. The authors developed a research framework and confirmed that green attributes transparency facilitate green brand image and green trust, which contribute to green customer citizenship behavior. Second, there is no prior study exploring the relationship between green attributes transparency, green brand image, green trust and green customer citizenship behavior. The empirical support for the model developed in this study is based on empirical data of Taiwan restaurant consumers.

This study aims to apply legitimacy theory and self-identity theory to the online food delivery (OFD) app service and then to investigate the impact of green brand legitimacy and biospheric value orientation perceived by customers on eco-friendly behavior.

This study focuses on the mediating role of trust in green brands and its perceived benefits (including psychological and environmental benefits). This study involved an online survey of 445 customers who had experienced using OFD services in the past six months.

The platform's green brand legitimacy and consumer perceived biospheric value orientation positively impact trust in green brands. Trust in green products and services significantly affects customers' perceived benefits and has a positive impact on eco-friendly service using behavior. Mediating effect analysis indicated that brand legitimacy and biospheric value have a positive indirect influence on the psychological benefits of supporting green activities and utilitarian environmental benefits.

The convenience sampling method is used, and its purely quantitative nature may limit the generalization of the research results.

The OFD platform should encourage online catering retailers to use more eco-friendly packages for packaging food and minimize the provision of disposable tableware. The platform manager can provide consumers with knowledge and information on lowering related environmental pollution sources when ordering food.

This study innovatively introduces brand legitimacy into the green consumption literature. This is an essential expansion of the content of brand legitimacy and a supplement for the research field of eco-friendly behavior.

Green brands are those brands that obtain attributes and benefits related to the reduction of the brands’ environmental impact. Green brand love is a very important issue for marketing managers. One of the main reasons for this degree of importance is because of the many positive outcomes that green brand love will have for organizations. The purpose of this paper is to evaluate the effect of green brand image, trust and attitude on green brand love among Muslim consumers.

In this study, a cross-sectional survey is conducted based on the questionnaire method to collect data from a sample of 201 consumers of various automobile brands in Isfahan, Iran. Structural equation modeling is used to test the research hypotheses.

The findings show that green brand image has a significant direct effect on green brand attitude, love and trust. In addition, the results indicate that green brand attitude and trust have a significant direct effect on green brand love.

Considering the importance of the issue of automobility and environmental harm, this paper offers new insights to marketing managers of the automotive industry in Iran.

This study is among the first to explore the effect of green brand image, trust and attitude on green brand love.

The purpose of this study is to understand how consumers' green trust and green brand equity (GBE) vary by perceived brand greenness and age in the US market from the lens of brand knowledge (brand awareness and brand image).

Three multiple-group comparisons of structural equation modeling were used to analyze the data collected from a questionnaire. An experimental design was applied (high vs. low perceived brand greenness). A total of 440 usable responses were collected from an online consumer panel. With a higher percentage of participants older than 60 years, two groups were used, younger (under 55) and older (over 55), within each brand condition to conduct age comparisons.

Consumers' previous brand experience is important. The most promising indicators are brand image and green trust for GBE. A difference was observed between the group comparisons. For the less perceived green brand, existing brand image played a more important role in the process, and there is a need to enhance its green trust. For the higher perceived green brand, more factors should be included to explain their GBE, especially for consumers under 55.

This study identified two moderators, perceived brand greenness and age, in the formation of GBE, which has not been widely explored in the literature. The findings provide significant insights for generational cohorts, focusing for the first time on the joint catalyst effect of greenness and age regarding the influence of GBE on consumers' commitment to green brands. Additionally, the fact that a higher percentage of participants are Baby Boomers enables this study to add to the existing body of literature and bring unique perspectives to understand their and their younger counterparts' attitude toward green consumption.

“Green” issues have become increasingly important to corporate decision-makers as firms face mounting public sensitivity, stricter regulation and growing stakeholder pressures focused on preserving the natural environment. This study aims to evaluate the impact of green marketing mix elements on green customer-based brand equity in an emerging market like Vietnam and to analyze the causal order among green customer-based brand equity dimensions, which is important for understanding corporate branding efforts.

This study follows a quantitative approach through interviews with 870 consumers who had purchased plant-based milk products at milk stores, supermarkets/hypermarkets and convenience stores in Vietnam. Data were analyzed through structural equation modeling.

The results suggest that green marketing mix tools positively impact green customer-based brand equity creation. Furthermore, the results determine the causal order among green brand equity dimensions in the Vietnam context.

Marketers invest more in green marketing programs to increase green customer-based brand equity. To benefit from significant competitive and economic benefits, firms should develop a green brand image, satisfaction, trust and green loyalty.

The study's findings elucidate the impacts of green marketing on the various components of customer-based brand equity to establish and manage brand equity. They also explain how best to target various green marketing values toward discrete consumer segments based on the degree to which a given segment's membership is predisposed to be concerned about the environment or evaluate the environmental consequences of their behaviors.

The purpose of this empirical research is to study the main factors affecting the green brand preference in the telecom industry in Egypt as an example of an emerging innovative market.

The researchers develop a conceptual framework highlighting the dimensions of the green brand preference focusing on four constructs; green brand image, green satisfaction, green trust, and green awareness. The researchers started with a qualitative exploratory research in order to support the conceptual framework followed with a quantitative research in the form of a survey distributed among 302 respondents.

The consumers tended to disagree that they are aware of environmental promotions or that they recognize the meaning of environmental slogans and labels for their preferred brand. It was also found that the correlation between green awareness and green brand preference is the weakest. On the other hand; there is a strong correlation and a positive effect of the other factors (green brand image, green awareness and green trust) and green brand preference. The effect of the factors on green brand preference wasn’t significantly different for different genders, while it was significantly different for different ages, income levels and education levels.

The results of this research confirmed what the experts agreed upon during the exploratory phase and gave the researchers more confidence that the first step to start using green marketing principles in Egypt is to enhance the green image, satisfaction and trust as well as educating them on the importance of the green activities.

The research includes conceptual contribution in a trial to develop a conceptual framework to green brand preference in an innovative industry. In addition, there is empirical contribution since according to the researchers knowledge there is not any single paper on green branding strategies in the Egyptian market as an example of an emerging market.

This paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014) refers to consumers’ tendency to express their environmental concern through their consumption behaviors. This study applies this construct in a marketing communications context.

Two conceptual models involving GREEN were developed, and data to test the models were collected in a survey conducted among a convenience sample of 284 Indian consumers.

The results show that GREEN can enhance understanding of consumers’ green attitudes and intentions. GREEN consumption values have an impact on how Indian consumers respond to advertising and public relations stimuli, as GREEN influences perceptions of green brand trust, attitudes toward green marketing communications and green brand support and purchase intentions.

The research adds to the growing literature on green marketing in emerging economies and extends the application of the GREEN construct from the domain of consumer behavior to that of green marketing communications.

The results suggest that marketers should focus on developing green marketing communications strategy, rather than just green advertising strategies, and they can position their green products to appeal to consumers based on GREEN consumption values.

The study is the first to apply the GREEN construct in assessing consumer response to a brand’s green marketing communications; it also explores this issue in an emerging economy.