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Impact of pro-environmental attitude and green customer citizenship behaviour on green brand equity

Bhoopendra Bharti et al.

International Journal of Learning and Change2025https://doi.org/10.1504/ijlc.2025.149605article
AJG 1
Weight
0.50

What the paper says

This cross-sectional study investigates the impact of pro-environmental consumer citizenship attitude (PCCA) and green customer citizenship behaviour (GCCB) on green brand equity (GBE). It aims to assess the direct influence of PCCA and GCCB on green brand equity, as well as the mediating roles of green customer citizenship advocacy (GCCA), feedback, and behaviour. Data were collected via a survey using adapted scales from previous studies, with 421 participants selected through purposive sampling. PLS-SEM is used to analyse the data and validate the model. Findings reveal that pro-environmental customer citizenship attitude positively impacts green customer citizenship advocacy, feedback, behaviour, and GBE. Moreover, green customer citizenship advocacy and feedback positively influence behaviour and GBE. The study highlights the mediating effects of green customer citizenship feedback (GCCF) and behaviour in enhancing the relationship between PCCA and GBE. These insights contribute to understanding consumer behaviour and fostering sustainable brand relationships.

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https://doi.org/https://doi.org/10.1504/ijlc.2025.149605

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@article{bhoopendra2025,
  title        = {{Impact of pro-environmental attitude and green customer citizenship behaviour on green brand equity}},
  author       = {Bhoopendra Bharti et al.},
  journal      = {International Journal of Learning and Change},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/ijlc.2025.149605},
}

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Impact of pro-environmental attitude and green customer citizenship behaviour on green brand equity

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.