Linking green perceived value and green brand loyalty: a mediated moderation analysis of green brand attachment, green self-image congruity, and green conspicuous consumption

Despite the enduring importance of green marketing literature, it has been argued that limited studies have been devoted to addressing green brand-related issues in the Chinese sports industry. To address this significant void in prior literature, this paper examines the influences of three antecedents (green perceived value, brand attachment, and self-image brand congruity) on green brand loyalty. Following the quantitative research, 532 participant’s data collected from a web-based survey conducted for three months in 2022. The PLS-SEM technique using SmartPLS 4 software has been used in conducting data analysis on 532 valid responses received. The research findings indicate direct and indirect significant effects of green perceived value on brand loyalty via brand attachment and self-image congruity. In addition, conspicuous consumption significantly moderates green self-image-brand attachment relationship. The results suggested that managers must create a strong emotional tie of brands and products with environmentally conscious users, highlighting the firm’s commitment to environmental responsibility and providing sustainable products and services.