Distinct Environmental Sustainability Signals for Marketing Success: The Interactions of Life Cycle Phases, Green Country Image, and Transparency

ABSTRACT Although prior studies show that overall product environmental sustainability enhances consumer value perceptions, it remains unclear how consumers interpret environmental sustainability signals across phases of the life cycle assessment process. Addressing this gap, this study draws on signaling theory to compare the effectiveness of environmental sustainability signals in the pre‐use, use, and post‐use phases in enhancing symbolic value and brand loyalty and to examine the moderating roles of green country image and production transparency. Regression analysis of multibrand evaluations by 886 consumers in Bolivia and China shows that environmental sustainability in all phases enhances symbolic value, driving brand loyalty. A strong green country image weakens the effect of pre‐use environmental sustainability but strengthens the effects of use and post‐use environmental sustainability. Production transparency amplifies the effect of pre‐use environmental sustainability and the corresponding moderating effect of green country image. These findings advance understanding of strategic green marketing and guide firms in effective green product design.