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As global energy demand escalates, embracing energy efficiency emerges as a potent strategy for sustainable consumption. The present study examines the relationship among consumer values, green brand equity and green purchase intention. Data (n = 399) was collected through a structured questionnaire and analyzed using Structural Equation Modelling (SEM). The findings show that consumer values (except social) positively impact green brand equity, influencing green purchase intention for EEAs. Biospheric values positively impact green brand equity, except for brand image and loyalty. Aligning product offerings with consumer values may help companies contribute toward sustainable development while capitalizing market positioning and brand equity.
Prakash et al. (Mon,) studied this question.