From Green Perceptions to Passionate Advocacy: Building Brand Evangelism Through Trust

Growing environmental awareness has encouraged brands to adopt greener practices, yet their success depends on how consumers respond. While previous research has largely focused on green purchase intention and loyalty, less attention has been given to green brand evangelism and the role of green trust in developing such behavior. This study examines the relationships between green perceived value (GPV), green brand positioning (GBP), and green brand image (GBI) and green brand evangelism (GBE), with green trust (GT) as a mediator. Drawing on the Stimulus–Organism–Response framework, the study explains how green branding factors shape consumer responses. Data were collected through a cross-sectional survey, yielding 400 valid responses and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM) in SmartPLS 4. Bootstrapping was used to assess direct and indirect relationships. The findings show that GPV, GBP and GBI are significantly related to both GT and GBE. GT also has a significant positive relationship with GBE and significantly mediates all three relationships, with GBP showing the strongest indirect relationship. The findings highlight the importance of credible green positioning, meaningful environmental value and a consistent green image in building trust and encouraging consumer support.