The aim of the current research was to recognize consumer attitude gap toward green brand by studying role of green consumer value and green brand equity toward the switching intention and purchase intention of consumers toward green brands. The current research employed quantitative research design and collected data through questionnaire from 331 respondents. The PLS-structural equation modeling was employed to analyze the structured relationships. The findings suggest green customer value is product of the three important factors namely green brand experiential risk, green brand experiential quality and green brand experience. Hence, these act as the main drivers of switching consumer behavioral intention toward the green products through consumer green brand equity. The research attempts to study the attitude–behavior gap in the green marketing literature by investigating the role which includes, green brand experiential risk, green brand experiential quality and green brand experience on customer value leading to green brand equity. The research provide an in-depth understating of attitude–behavior gaps and role of green customer value and brand equity that plays vital role in marketing campaigns and policy making to increase purchase intention of green eco-conscious products.

中文翻译：

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将行为转向绿色品牌：来自新兴经济体的证据

当前研究的目的是通过研究绿色消费者价值和绿色品牌资产对消费者向绿色品牌的转换意愿和购买意愿的作用，来识别消费者对绿色品牌的态度差距。目前的研究采用定量研究设计，并通过问卷收集了 331 名受访者的数据。采用PLS-结构方程模型来分析结构化关系。研究结果表明，绿色顾客价值是绿色品牌体验风险、绿色品牌体验质量和绿色品牌体验三个重要因素的产物。因此，这些是通过消费者绿色品牌资产将消费者行为意图转向绿色产品的主要驱动力。本研究试图通过调查绿色品牌体验风险、绿色品牌体验质量和绿色品牌体验对客户价值导致绿色品牌资产的作用来研究绿色营销文献中的态度-行为差距。该研究深入了解了态度-行为差距以及绿色客户价值和品牌资产的作用，这在营销活动和政策制定中起着至关重要的作用，以提高绿色环保产品的购买意愿。