Emotion, ethics and engagement: a serial mediation exploration of brand perception and brand loyalty for green products
International Journal of Development Research
Emotion, ethics and engagement: a serial mediation exploration of brand perception and brand loyalty for green products
Received 19th June, 2026 Received in revised form 20th July, 2026 Accepted 19th August, 2026 Published online 30th September, 2026
Copyright©2026, Rajneesh Chandra Shukla et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
In today's consumer-centric landscape, the role of emotional and ethical considerations in green marketing has become increasingly significant. This study investigated the serial mediating effect of ethical emotional green marketing and emotion-based purchase behaviour in the relationship between brand perception and brand loyalty. Based on the data collected from the sample of 550 respondents, a series of multiple regression analyses was used to test the proposed mediation model. The findings indicate that brand perception has a significant positive impact on emotional green engagement, which positively affects perceptions of ethically emotional green marketing. Such emotionally aligned perceptions have a positive effect on purchase behaviours, which in turn strengthens brand loyalty in the long run. The results also show that indirect effects through multiple pathways have a greater impact, confirming the importance of multi-stage emotional and ethical resonance in developing sustainable brand relationships.
