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As part of their effort to curb CO2 emissions, many big players in the automobile industry have adopted a green branding approach through the design and manufacturing of lightweight electric vehicles. Nevertheless, there are limited studies that address consumers’ intention to purchase these types of vehicles from the perspective of green branding. To fill this gap, this paper examines the direct and indirect effects of green brand awareness, green brand associations, and green perceived quality on consumer intention to purchase electric three-wheelers. A total of 400 useful responses were collected through a questionnaire survey and the hypotheses were tested using structural equation modeling. The results show that all the direct effects were positive and statistically significant. Furthermore, the analysis shows that green trust plays a mediating role in the effects of brand associations and green perceived quality on consumers’ intention to purchase three-wheel electric vehicles from a familiar and trusted brand. Given the potential of electric three-wheelers in curbing CO2 emissions and stakeholders’ skepticism about companies' green branding claims, managers need to give special attention to green trust to better position their green products and stimulate the purchase of these products.

The first objective of this study is to demonstrate that the UN sustainable development goals (SDGs) remain beyond reach for the world's poorest economies by analyzing the trends in the worldwide governance indicators (WGIs), corruption perception index (CPI), the GDP per capita, and the human development index (HDI) using the case of 10 former European colonies (e.g., Burundi, Burkina Faso, Central African Republic, Guinea‐Bissau, Haiti, Madagascar, Niger, Sierra Leone, Togo, and the Democratic Republic of Congo). Second, this study compares three‐panel regression models (pooled OLS model, fixed‐effects model, and random effects model) to examine the influence of the WGIs on CPI, GDP per capita, and HDI and then derive the most appropriate model. Based on the results of these two objectives, a theoretical framework is drawn to provide specific recommendations to overcome some of the challenges to sustainable development in the selected countries.