Abstract
This study examines how self-determination theory-based behavioural regulation shapes post-purchase responses and subsequent trust toward environmentally friendly vehicle (EFV) brands. Using survey data from 452 US EFV owners, we test the effects of integrated, introjected, and external behavioural control on post-purchase social status gains and post-purchase dissonance, and their downstream effects on brand trust development, while assessing heterogeneity through horizontal and vertical individualism. The results indicate that all three behavioural control types increase perceived post-purchase status, while integrated behavioural control reduces dissonance and introjected and external behavioural control increase dissonance. Dissonance undermines post-purchase brand trust, whereas integrated behavioural control also shows a direct positive association with trust. Cultural orientation moderates the conversion of post-purchase experiences into brand trust, amplifying the effects of status- and dissonance-based pathways. The findings highlight the importance of post-purchase management for sustained EFV adoption.