The purpose of this study is to investigate the customer-based brand equity (CBBE) of green brands and their impact on green purchase consumption with the moderating effect of religious commitment. Data were gathered from 315 consumers in three large cities in Pakistan and further analysed by partial least square. The results of this study revealed that there is a significant positive nexus between CBBE and green purchase consumption. Additionally, results showed the evidence of religious commitment moderating the relationship between CBBE and green purchase consumption. The findings are helpful to the greening companies, suggesting that they should focus on every component of brand performance in order to achieve the higher ranked performance that ultimately initiates green purchase and repurchase consumption. This research addresses the attitude behaviour gap in green purchase consumption by incorporating the contingent impact of religious commitment.

中文翻译：

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绿色消费者品牌资产与绿色购买消费行为：宗教承诺的调节作用

本研究的目的是研究绿色品牌的基于客户的品牌资产（CBBE）及其对绿色购买消费的影响，并具有宗教承诺的调节作用。数据来自巴基斯坦三个大城市的 315 名消费者，并通过偏最小二乘法进一步分析。本研究的结果表明，CBBE 与绿色购买消费之间存在显着的正相关关系。此外，结果显示宗教承诺调节 CBBE 与绿色购买消费之间的关系的证据。研究结果对绿色企业有帮助，表明他们应该关注品牌绩效的每一个组成部分，以实现更高的绩效，最终引发绿色购买和回购消费。