This study examines how the introduction of green new products (GNPs) by luxury brands contributes to building brand equity (i.e., brand attitude and trust) through green perceived value (GPV) and empirically assesses its impact on consumers’ purchase intentions. Furthermore, it explores the moderating role of digital customer engagement (DCE) in the relationship between GPV and building brand equity. To verify the hypothesis, we performed the partial least squares structural equation model (PLS-SEM) as an analytical technique using 572 datasets from luxury consumers in China. The results revealed that GPV through GNPs significantly influences both brand attitude and brand trust. In addition, brand attitude and brand trust were found to have a significantly positive effect on purchase intention. Moreover, DCE was observed to positively moderate the relationship between GPV and brand trust. To enhance the purchase intentions for luxury brands, it is essential to foster brand attitude and brand trust by developing a multidimensional GPV through GNPs. Furthermore, DCE plays a crucial role in strengthening the brand trust component of GPV.
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