THE DRIVERS OF GREEN BRAND EVANGELISM: THE MEDIATION ROLE OF GREEN BRAND EXPERIENCE

Objective: While environmentally friendly products and brands are widely available, consumer adoption and usage of these products remain relatively low, highlighting disconnection between pro-environmental values and actual green practices related to green brand. This discrepancy is attributed to biased perceptions toward green brands. This study aims to address the perception bias issue in the relationship between pro-environmental values and behaviors, focusing on green personal care brands. Theoretical framework: Based on Stimulus Organism Response theory combined with Self-Verification Theory, Consumer Culture Theory and Social Exchange theory, this study proposes that individual factors such as Environmental Self-Identity and brand related factors such as Self-Green Brand Connection, Brand Trust, and Green Brand Experience play crucial roles in influencing Green Brand Evangelism with Green Brand Experience acting as a mediator in these relationships. . Method: Utilizing a non-probability purposive sampling approach, data was collected from 404 respondents through an online questionnaire using a 1-7 Likert scale. The Partial Least Squares Structural Equation Modeling (PLS-SEM) method was employed for data analysis. Results and conclusion: The findings of this research indicate that Green Brand Experience significantly mediates the impact of Environmental Self-Identity, Self-Green Brand Connection, and Brand Trust, on Green Brand Evangelism. This study represents a pioneering effort in examining the influence of Environmental Self-Identity on Green Brand Experience and Green Brand Evangelism. And the first attempt in investigating the mediating role of Green Brand Experience in shaping Green Brand Evangelism. This research contributes to a better understanding of how social-constructed green brand experiences can foster Green Brand Evangelism among consumers.