ItemArticle

Trust green, pay more: Decoding green brand loyalty and willingness to pay more for electric vehicles through green transparency and green perceived value

Title
Trust green, pay more: Decoding green brand loyalty and willingness to pay more for electric vehicles through green transparency and green perceived value
Creator
Uikey, Ashish Ashok; Marak, Zericho R.; Baber, Ruturaj; Kautish, Pradeep
Description
The StimulusOrganismResponse framework is applied in this study to explore the impact of Green Transparency (stimuli) and Green Perceived Value (stimuli) on Green Brand Trust (organism) and, subsequently, on Green Brand Loyalty (response) and Willingness to Pay More (response). Self-Brand Connection is examined as a moderator. An online survey was distributed to 557 EV consumers. We employed both PLS-SEM (SmartPLS 4) and CB-SEM (AMOS 29) to test the direct, mediating, and moderating effects, with CB-SEM used as a robustness check for model stability. The results show that both Green Transparency and Green Perceived Value are positive antecedents of Green Brand Trust. Green Brand Trust, in turn, positively influences Green Brand Loyalty and Willingness to Pay More and mediates the effects of the two stimuli. The results also confirm that Self-Brand Connection significantly and positively strengthens the Green Brand Trust?Green Brand Loyalty and Green Brand Trust?Willingness to Pay More relationships. This study establishes Green Brand Trust as a core green consumer behavior mechanism and identity alignment as a catalyst for Green Brand Loyalty and Willingness to Pay More, offering actionable guidance to EV brands for credibility building, customer retention, and sustainable consumption. 2026 The Authors. Published by Elsevier B.V. This is an open access article under the CC BY-NC-ND license. http://creativecommons.org/licenses/by-nc-nd/4.0/
Source
Acta Psychologica;Volume;264;Issue;;Article No.;106598;
Date
01-01-2026
Publisher
Elsevier B.V.
Subject
Green marketing; Green transparency; Stimulusorganismresponse (SOR); Sustainability; Sustainable development goals
Coverage
Uikey A.A., Symbiosis Centre for Management Studies, Nagpur Campus, Symbiosis International (Deemed University), Pune, India; Marak Z.R., Symbiosis Centre for Management Studies, Nagpur Campus, Symbiosis International (Deemed University), Pune, India; Baber R., CHRIST University, Karnataka, Bengaluru, India; Kautish P., Department of Marketing, Institute of Management, Nirma University, Gujarat, Ahmedabad, India
Rights
All Open Access; Gold Open Access; Green Open Access
Relation
ISSN: 16918; CODEN: APSOA
Format
online
Language
English
Type
Article

Citation

Uikey, Ashish Ashok; Marak, Zericho R.; Baber, Ruturaj; Kautish, Pradeep, “Trust green, pay more: Decoding green brand loyalty and willingness to pay more for electric vehicles through green transparency and green perceived value,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/22185.

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