How green brands build commitment: a cognition–affect–conation perspective from the new energy vehicle market

As China’s new energy vehicle (NEV) market shifts from rapid adoption to intensified competition, sustaining long-term consumer–brand relationships has become increasingly critical. Drawing on the cognition–affect–conation (CAC) framework, this study develops and tests a model explaining how green brand commitment is formed in the post-purchase stage. Specifically, seven cognitive antecedents, including three dimensions of green self-congruity (actual self, ideal self, and social self) and four dimensions of green brand authenticity (continuity, originality, reliability, and naturalness), are examined as predictors of green brand attachment. Green brand attachment is positioned as the affective mediator, while brand commitment represents the conative outcome. Perceived consumer effectiveness (PCE) is further introduced as a moderator. PLS-SEM analysis of survey data collected from 216 NEV users in Guangzhou reveals that all cognitive antecedents except ideal self-congruity have significant positive effects on green brand attachment. Green brand attachment positively influences brand commitment and mediates the effects of several cognitive antecedents on brand commitment. Moreover, PCE strengthens the effect of brand attachment on brand commitment. This study extends green branding research from the adoption stage to the post-purchase relationship stage and provides empirical evidence for the applicability of the CAC framework in the NEV context. The findings offer practical guidance for NEV firms seeking to foster enduring brand commitment through identity alignment, authenticity enhancement, and differentiated psychological segmentation strategies.