Unlocking the path to green customer citizenship behaviour: interplay of values, attitude, and green brand equity

Purpose Green customer citizenship behaviour (GCCB) has been proposed as an alternative to reduce the gap in green purchasing. Based on the value-attitude-behaviour-hierarchy (VABH) framework, this study aims to explore how self-transcendence, self-enhancement and green consumption values (GCV) influence green attitudes and GCCB. The paper also investigates how green brand equity (GBE) affects the relationship between attitudes and different aspects of GCCB. Design/methodology/approach Respondents aged 18+ who had purchased or recommended green products in the past 12 months were selected. Data were collected via the mall intercept method and structured questionnaires. The final sample of 396 respondents was analysed using partial least squares structural equation modelling. Findings Attitude plays a key role in mediating the relationship between self-transcendence, self-enhancement and the individual dimension of citizenship behaviour. GCV significantly affects the relationship between self-enhancement values and green attitudes. The importance of GBE in strengthening the impact of green attitudes on advocacy and feedback behaviour was highlighted. Practical implications Given the dichotomous nature of basic human values – self-transcendence and self-enhancement – companies should place greater emphasis on self-transcendence and the promotion of green consumption values. By identifying the right mix through green marketing practices, companies can shape customers’ positive attitudes and behaviours. Companies with these interventions can benefit from customer’s extra-role behaviour, thus encouraging their in-role behaviour that supports green consumerism. Originality/value The interplay between different concepts of value is examined. Attitude acts as a link between value and citizenship behaviour. Additionally, this study explores and establishes GBE as a moderator in the relationship between attitude and citizenship behaviour. Finally, the authors validate the VABH framework in the context of an emerging economy to provide insights in reducing the gap in green purchasing through customers’ extra-role behaviour.