Electric vehicles purchase intentions pave the road toward a green sustainable future

Over the past few decades, sustainable individual consumption has increased, prompting growing global attention to environmental protection. This paper aims to investigate the direct effect of green brand image (GBI), green brand trust (GBT), and green brand attitude (GBAt.) on green brand love (GBL) and green purchase intention (GPI). In addition to examining the mediating role of GBL and the moderating role of customers’ religious values (RV). The research was conducted using a convenience sample of 393 current and potential electric vehicle users in Lebanon. Data were collected through a structured questionnaire, and the relationships between variables were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings indicate that GBI positively influences customers’ GBL and GPI. In addition to significant positive influences for GBT and GBAt. on GBL. The results also confirmed that GBL fully mediates the relationships between (a) GBT and GPI, and (b) GBAt and GPI, and partially mediates the relationship between GBI and GPI. Moreover, the results demonstrate a significant moderating role for RV on the relationship between GBL and GPI. Finally, the researcher provides several implications for managers and decision makers, in addition to the current study’s Limitations and directions for future research.