Prior research and this study’s contributions
| Author(s) (year) | Context/Methodology | Key findings | How the present study extends/differs |
|---|---|---|---|
| Stren (2000) | Conceptual framework: value-belief-norm (VBN) theory | Values shape pro-environmental beliefs and behaviors | Examines how NC and RP cues activate GCVs, influencing brand-level emotions |
| Chen (2010) | Empirical study on green brand trust, image and satisfaction | Green image and satisfaction strengthen brand trust and equity | Adds an affective pathway (BL) and tests anticipated pride as an emotional moderator |
| Batra et al. (2012) | Cross-sectional survey on brand love | Establishes dimensions and outcomes of brand love | Examines GCVs as antecedents of brand love, an area underexplored in sustainability research |
| Leonidou et al. (2013) | Cross-country survey on green marketing strategies | Firm-level green strategies enhance brand equity and trust when aligned with consumer values | Shifts the focus from firm-level green strategy to consumer-level GCVs activated by NC and RP |
| Albert and Merunka (2013) | Cross-sectional survey on brand love | Brand love drives trust and loyalty | Introduces green attributes and GCVs as key factors influencing BL, with AP as a boundary condition |
| Onwezen et al. (2014) | Dutch consumer panel, sustainable consumption | Anticipated emotions (pride, guilt) mediate the relationship between personal norms and intention to purchase sustainable products | Extends emotion research by examining how AP moderates the relationships between values, BL and BT |
| Wang et al. (2022) | University-student survey; SEM on green brand positioning, green customer value, attitude toward green brands and trust | GCVs and green brand positioning → purchase intention via attitude; trust moderates | Explores GCVs → relational outcomes (BL, BT), with AP as emotional boundary |
| Xu et al. (2023) | Experimental + ERP study on green product type, message framing and anticipated pride | AP enhances selection of green products and minimizes cognitive dissonance | Transfers AP’s role from message-framing effects to brand-relational processes, focusing on how AP influences the translation of GCVs into brand love and trust |
| Khamitov et al. (2024) | Meta-analysis/literature review on brand trust | Calls for exploring emotion-driven pathways to brand trust | Directly addresses this gap through an emotion-augmented trust model involving brand love and anticipated pride |
| Tan et al. (2025) | Bibliometric analysis of green consumption research (2014–2024) | Values, emotions and brand-level mechanisms as key drivers of sustainable behavior | Recent trends are mapped in this study using specific product cues, namely, natural content and regional product, which activate pathways from GCVs → BL → BT pathway |
| Habib et al. (2025) | Qualitative S-O-R study exploring consumer perceptions of green products (the USA and the UK) | Emphasizes the motivators and barriers associated with green consumption, particularly focusing on the importance of authenticity and how consumers process green cues | Supports the study’s SOBC framework, linking sustainability stimuli to emotional interpretation and relational outcomes |
| Najafabadiha et al. (2025) | Empirical survey on brand eco-friendliness and green purchase preference among Gen Z | Brand eco attributes and awareness strongly shape purchase preferences, showing the importance of brand cues | Product-level cues, specifically NC and RP, influence GCVs, which subsequently foster emotional bonds between BL and BT |
| Author(s) (year) | Context/Methodology | Key findings | How the present study extends/differs |
|---|---|---|---|
| Conceptual framework: value-belief-norm ( | Values shape pro-environmental beliefs and behaviors | Examines how | |
| Empirical study on green brand trust, image and satisfaction | Green image and satisfaction strengthen brand trust and equity | Adds an affective pathway ( | |
| Cross-sectional survey on brand love | Establishes dimensions and outcomes of brand love | Examines GCVs as antecedents of brand love, an area underexplored in sustainability research | |
| Cross-country survey on green marketing strategies | Firm-level green strategies enhance brand equity and trust when aligned with consumer values | Shifts the focus from firm-level green strategy to consumer-level GCVs activated by | |
| Cross-sectional survey on brand love | Brand love drives trust and loyalty | Introduces green attributes and GCVs as key factors influencing BL, with | |
| Dutch consumer panel, sustainable consumption | Anticipated emotions (pride, guilt) mediate the relationship between personal norms and intention to purchase sustainable products | Extends emotion research by examining how | |
| University-student survey; | GCVs and green brand positioning → purchase intention via attitude; trust moderates | Explores GCVs → relational outcomes (BL, | |
| Experimental + | Transfers AP’s role from message-framing effects to brand-relational processes, focusing on how | ||
| Meta-analysis/literature review on brand trust | Calls for exploring emotion-driven pathways to brand trust | Directly addresses this gap through an emotion-augmented trust model involving brand love and anticipated pride | |
| Bibliometric analysis of green consumption research (2014–2024) | Values, emotions and brand-level mechanisms as key drivers of sustainable behavior | Recent trends are mapped in this study using specific product cues, namely, natural content and regional product, which activate pathways from GCVs → | |
| Qualitative S-O-R study exploring consumer perceptions of green products (the | Emphasizes the motivators and barriers associated with green consumption, particularly focusing on the importance of authenticity and how consumers process green cues | Supports the study’s | |
| Empirical survey on brand eco-friendliness and green purchase preference among Gen Z | Brand eco attributes and awareness strongly shape purchase preferences, showing the importance of brand cues | Product-level cues, specifically |
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