Green signals: how perceived value, self-brand connection and brand credibility shape willingness to pay for green products

Purpose This study examines the interaction between green perceived value (GPV), self-brand connection (SBC) and willingness to pay more (WPM), and moderating role of brand credibility (BC) for green products. It underpins on Signalling Theory and Value-Based Pricing Theory, and aims to offer insights into consumer decision making process for green products. Design/methodology/approach A single-sample, repeated-exposure quasi-experimental design was used. The same 127 Gen Z participants viewed a relatively unknown green brand and completed a questionnaire (Study 1). The same participants then viewed a well-known green brand and completed the questionnaire again (Study 2; n = 114 after exclusions). Findings GPV positively influences SBC in both studies. The results indicated that SBC significantly influences WPM only for well-known brands. BC modestly moderates the relationship between SBC and WPM, in case of well-known brands. Practical implications For lesser-known green brands, marketers should prioritize building credibility through third-party certifications and transparent sustainability communication. For well-known brands, marketers should align brand identity and BC for strengthening consumers' willingness to pay a premium price. Originality/value This study contributes to green marketing literature by jointly modeling GPV, SBC and WPM within a single framework, and by demonstrating through a two-study comparative design that BC's moderating effect on the SBC–willingness to pay relationship is itself contingent on brand familiarity, an interaction not directly tested in prior work.