Green customer-based brand equity and green purchase consumption behaviour: the moderating role of religious commitment

Abstract

The purpose of this study is to investigate the customer-based brand equity (CBBE) of green brands and their impact on green purchase consumption with the moderating effect of religious commitment. Data were gathered from 315 consumers in three large cities in Pakistan and further analysed by partial least square. The results of this study revealed that there is a significant positive nexus between CBBE and green purchase consumption. Additionally, results showed the evidence of religious commitment moderating the relationship between CBBE and green purchase consumption. The findings are helpful to the greening companies, suggesting that they should focus on every component of brand performance in order to achieve the higher ranked performance that ultimately initiates green purchase and repurchase consumption. This research addresses the attitude behaviour gap in green purchase consumption by incorporating the contingent impact of religious commitment.