인문학
사회과학
자연과학
공학
의약학
농수해양학
예술체육학
복합학
DBpia AI
AI 에이전트
AI 아이디어
AI 리더
AI 뷰어
Citeasy
크롬 서지관리 다운로드
지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
피인용 0
초록·키워드
This study examines the mechanisms through which green marketing affects repurchase intention in the electric vehicle sector, with particular focus on the mediating roles of green brand image and customer loyalty, and the moderating effect of perceived greenwashing. Although previous studies have explored green marketing’s influence on consumer behavior, few have identified the specific psychological and relational pathways through which it promotes long-term consumer engagement. In the context of China’s growing EV market, this study addresses a gap by empirically testing a conceptual model grounded in signaling theory and the Theory of Planned Behavior. A structural equation modeling (SEM) approach was adopted, and data were collected from 576 consumers with EV purchasing experience. Green brand image and customer loyalty were identified as sequential mediators linking green marketing to repurchase intention, while greenwashing was found to significantly moderate key relationships by diminishing the credibility and impact of green claims. The findings underscore the need for consistent, transparent environmental messaging to sustain consumer trust and behavioral commitment. Theoretical and practical implications for sustainable branding and consumer relationship management are discussed.
본문·목차
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