Towards a greener drive: examining the dynamics of brand positioning, value, promotions and post-purchase behaviours among muslim consumers

Purpose This study aims to investigate the influence of green brand positioning (GBP), which is the central thrust of green branding, on a range of environmentally conscious post-purchase behaviours among Malaysian customers. These behaviours include green brand attachment, favourable word-of-mouth and repurchase intention. This study also examines the potential dual or quasi-moderating effects of green perceived value and after-sales promotion on the corresponding brand behavioural reactions. Design/methodology/approach A total of 396 Malaysian electric vehicle owners was surveyed using questionnaires distributed on various social media platforms. Analysis of Moment Structures and Statistical Package for the Social Sciences (SPSS) were used to validate the measures and evaluate the significance of relationships between the variables, respectively. Findings Results from hierarchical regression analysis via SPSS demonstrate the relevance of long-term green consumption behaviours in green automobile usage, thereby verifying the behavioural outcomes of GBP, perceived value and sales promotions. From a contingent standpoint green perceived value positively moderated the influence of GBP on green brand attachment and green repurchase intentions, while favourable green word-of-mouth demonstrated an inverse association. Sales promotion did not moderate domain relationships but exerted a more significant role in encouraging post-purchase behaviours. Based on these findings, this study offers new theoretical perspectives and methods for further research on marketing in an emerging Islamic country. Originality/value Existing studies on green consumer behaviour have generally concentrated on the pre-purchase stage of green consumption behaviours, with a particular emphasis on consumers’ inclination to make a purchase. This study extends the existing body of knowledge in green brand marketing by examining the effects of GBP beyond the purchase stage and collectively on multiple green post-purchase behaviours in a predominantly Muslim country.