This study aims to investigate the relationship between three dimensions of green customer-based brand equity (green brand awareness, green brand quality, and green brand image) and green brand buying behavior (GBBB) directly and through green brand loyalty (GBL). Moreover, green personal values moderate the link between the three dimensions of green customer-based brand equity (CBBE) and GBL. Using the convenience sampling technique, data were collected from 402 hybrid car users and analyzed through Hayes’ PROCESS Macro. Results show that all three dimensions of green CBBE have positive associations with GBL and GBBB. Further, GBL mediates the link between green CBBE dimensions and GBBB. We also found that customers’ green personal values moderate the links between the three dimensions of green CBBE and GBL. This study contributes to the literature on GBL by showing it as an underlying mechanism to explain why green CBBE is related to GBBB. We also foreground the value of customers’ green personal values as a boundary condition to elucidate when customers’ perceived brand awareness, quality, and image enhance their loyalty towards green brands. Firms that desire their customers to choose green products over conventional products need to consider enhancing consumers’ green brand awareness, quality, and image. Furthermore, firms may focus on understanding customers’ green values and using promotional campaigns emphasizing products’ eco-friendly advantages.

本研究旨在直接和通过绿色品牌忠诚度（GBL）研究基于绿色客户的品牌资产三个维度（绿色品牌意识、绿色品牌质量和绿色品牌形象）与绿色品牌购买行为（GBBB）之间的关系。此外，绿色个人价值观调节了基于绿色客户的品牌资产（CBBE）和GBL三个维度之间的联系。使用便利抽样技术，从 402 名混合动力汽车用户收集数据，并通过 Hayes 的 PROCESS Macro 进行分析。结果表明，绿色 CBBE 的所有三个维度都与 GBL 和 GBBB 呈正相关。此外，GBL 调解绿色 CBBE 维度和 GBBB 之间的联系。我们还发现，客户的绿色个人价值观调节了绿色CBBE 和GBL 三个维度之间的联系。这项研究通过将其作为解释为什么绿色 CBBE 与 GBBB 相关的潜在机制，为有关 GBL 的文献做出了贡献。我们还将客户的绿色个人价值观作为一个边界条件，以阐明客户感知的品牌意识、质量和形象何时增强他们对绿色品牌的忠诚度。希望客户选择绿色产品而不是传统产品的企业需要考虑提高消费者的绿色品牌意识、质量和形象。此外，公司可能会注重了解客户的绿色价值观，并利用促销活动强调产品的环保优势。