Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Uikey, Ashish Ashok; Marak, Zericho R.; Baber, Ruturaj; Kautish, Pradeep Title A name given to the resource Trust green, pay more: Decoding green brand loyalty and willingness to pay more for electric vehicles through green transparency and green perceived value Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2026 Source A related resource from which the described resource is derived Acta Psychologica;Volume;264;Issue;;Article No.;106598; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.1016/j.actpsy.2026.106598" target="_blank" rel="noreferrer noopener">https://doi.org/10.1016/j.actpsy.2026.106598</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105033341758?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105033341758?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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/ Subject The topic of the resource Green marketing; Green transparency; Stimulusorganismresponse (SOR); Sustainability; Sustainable development goals Publisher An entity responsible for making the resource available Elsevier B.V. Relation A related resource ISSN: 16918; CODEN: APSOA Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access; Green Open Access Format The file format, physical medium, or dimensions of the resource online