This study aims to investigate the impact of desired self-identity, green perceived value and altruistic values on brand loyalty towards green brands (i.e., electric and hybrid cars) and the mediating role of customer engagement behavior on these relationships. Further, this study proposes that greenwashing perception, which can be defined as consumers perceiving organizations to be dishonest about their environmental claims, moderates the indirect effect of desired self-identity, green perceived value and altruistic values on brand loyalty via customer engagement behavior. Data were collected from a nationwide online survey of 170 customers who have purchased and used electric and hybrid cars. Partial least squares structural equation modeling (PLS-SEM) using Smart-PLS and PROCESS were employed to test the hypotheses. This study’s findings indicate that desired self-identity, green perceived value and altruistic values positively influence consumer engagement behavior with the focal green car brands. Further, the mediating effect of customer engagement behavior on brand loyalty was generally found. Additionally, greenwashing perception was found to moderate the indirect effect of desired self-identity and altruistic values on brand loyalty via customer engagement behavior. The indirect effect of desired self-identity and altruistic values on brand loyalty via consumer engagement behavior was stronger at lower levels of greenwashing perception than at higher levels. This study offers key managerial implications on how green brands can promote customer engagement behavior and brand loyalty.

Purpose: Self-transcendence and self-enhancement motives often coexist in green consumer behavior. Customers may engage with green brands to reconcile possible tensions arising from these two conflicting motives. Using dual concern theory, we investigate how customers’ altruistic, biospheric and egoistic values drive desired self-identity and perceived life-meaning rewards, as mediated by their post-purchase green brand engagement (GBE). We also test whether perceived effort worthiness moderates these associations. Design/methodology/approach: Data were collected via survey from 368 electric/hybrid vehicle owners and analyzed using structural equation modeling (SEM). Findings: Results reveal that customers’ altruistic and egoistic values impact desired self-identity and perceived life-meaning rewards through their engagement with green brands. While perceived effort worthiness had no bearing on desired self-identity, it was found to strengthen the indirect effects of altruistic and egoistic values on perceived life-meaning rewards through post-purchase customer engagement with green brands. Originality/value: We identify customer brand engagement following purchase as an instrumental mechanism for managing potential inner tensions created by dueling motives in green post-purchase customer reactions. Additionally, we respond to calls for engagement-based boundary conditions by highlighting the moderating role of perceived effort worthiness between customer engagement and perceived life-meaning rewards.