ItemArticle

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

Title
TRANSFORMING GREEN TRANSPARENCY INTO GREEN BRAND LOYALTY AND REPURCHASE INTENTIONS: THE ROLE OF BRAND IMAGE AND CREDIBILITY AMONG ELECTRIC VEHICLE USERS
Creator
Uikey, Ashish Ashok; Baber, Ruturaj; Marak, Zericho R.
Description
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 between green transparency, green brand loyalty, andrepurchase 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. 2025 Journal of Applied Structural Equation Modeling.
Source
Journal of Applied Structural Equation Modeling;Volume;9;Issue;1;
Date
01-01-2025
Publisher
Sarawak Research Society
Subject
Brand credibility; Brand image; Electric vehicles; Green brand loyalty; Green marketing; Green transparency; Repurchase intention
Coverage
Uikey A.A., Symbiosis Centre for Management Studies, Nagpur Campus, Symbiosis International (Deemed University), Pune, India; Baber R., School of Business and Management, Christ University, Bengaluru, India; Marak Z.R., Symbiosis Centre for Management Studies, Nagpur Campus, Symbiosis International (Deemed University), Pune, India
Rights
All Open Access; Gold Open Access; Green Open Access
Relation
ISSN: 25904221;
Format
online
Language
English
Type
Article

Citation

Uikey, Ashish Ashok; Baber, Ruturaj; Marak, Zericho R., “TRANSFORMING GREEN TRANSPARENCY INTO GREEN BRAND LOYALTY AND REPURCHASE INTENTIONS: THE ROLE OF BRAND IMAGE AND CREDIBILITY AMONG ELECTRIC VEHICLE USERS,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23624.

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