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

Authors: Bhoopendra Bharti; Lalit Kumar; Ashok Kumar; Mukesh Singh Tomar; Ashwani Kumar Yadav

Addresses: Department of Management Studies, Guru Nanak College, Jhajhra, Dehradun, Uttarakhand 248007, India ' Department of Management Studies, Guru Nanak College, Jhajhra, Dehradun, Uttarakhand 248007, India ' Department of Management, PSIT College of Higher Education, Kanpur, Uttar Pradesh 209305, India ' Teerthanker Mahaveer Institute of Management and Technology (TMIMT), Teerthanker Mahaveer University, Moradabad, India ' Department of Management, PSIT College of Higher Education, Kanpur, Uttar Pradesh 209305, India

Abstract: 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.

Keywords: pro-environmental consumer citizenship attitude; PCCA; green customer citizenship behaviour; GCCB; green brand equity; GBE; green customer citizenship advocacy; GCCA; green customer citizenship feedback; GCCF.

DOI: 10.1504/IJLC.2025.149605

International Journal of Learning and Change, 2025 Vol.17 No.4, pp.409 - 433

Received: 22 Apr 2025
Accepted: 26 Jun 2025
Published online: 07 Nov 2025 *

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