Purpose: This research aims to explore the mechanisms by which green marketing practices (GMP) influence customer loyalty (CL) and how green self-identity (GSI) moderates the relationship between green corporate image (GCI) and customer loyalty in the new energy vehicle (NEV) market.

Design/methodology/approach: The study surveyed individuals who had purchased new energy vehicle products through an online platform, resulting in 321 valid questionnaires obtained through a non-probability sampling method. The data were analyzed using the PLS-SEM method to test the proposed hypotheses.

Findings: The research found that green advertisement, green product quality, green product price, external green supply chain management and the salesperson’s green expertise are GMP by the company, and they had positive effects on GCI. Furthermore, GCI had a positive mediating effect between GMP and CL, while green self-identity served as a positive moderator between GMP and CL.

Originality/value: This paper addresses the research gap in the literature on green image and consumer markets, providing a deeper understanding of the mechanisms underpinning GMP and consumer behaviors. These insights can assist companies in shaping a GCI and enhancing CL in the NEV market.