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Ariyanto, Hepy Hefri
Universitas Internasional Batam
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Journal : sentralisasi

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How Green Brand Love Mediates Green Brand Loyalty in Eco-Friendly Cosmetics ? Lily Purwianti; Hepy Hefri Ariyanto; Fidia Fidia
SENTRALISASI Vol. 14 No. 3 (2025): September
Publisher : Universitas Muhammadiyah Sorong

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33506/sl.v14i3.4692

Abstract

In the increasingly competitive eco-friendly cosmetics market, building sustainability‐based consumer loyalty presents an important challenge. This study aims to analyse the effects of brand popularity (BP), brand authenticity (BAUNT) and green brand trust (GBT) on green brand love (GBL), as well as their direct and indirect effects on green brand loyalty (GBLOY). A quantitative design was adopted, involving 412 female consumers of green cosmetic products in Batam, Indonesia, selected using purposive sampling. Data were analyzed using SmartPLS 4 to evaluate the measurement and structural models, while SPSS was used for descriptive statistics. Results indicate that BP, BAUNT and GBT have significant positive effects on GBL and GBLOY. Furthermore, GBL partially mediates the relationships between BP, BAUNT and GBT with GBLOY. These findings demonstrate that both cognitive (brand popularity, authenticity, and trust) and affective (green brand love) processes jointly shape consumer loyalty in sustainability‐oriented markets. The study contributes theoretically by extending Commitment–Trust Theory in the context of green cosmetics branding and offers practical insights for persuading environmentally conscious consumers through authentic, trustworthy, and emotionally engaging brand strategies. 
Co-Authors Ahmad, Sabrina Aliandrina, Dessy Aliyah Aliyah Aprianti, Khairani Ardianata, Kristi Bonita Melina Caesar Rosyad Achmadi Changbo, Liu Chintya Lorenz Cindy Olivia Cristina Anggrena Dafi Pralibdo Debora Sri Intan Dharma Bundawi Dion Dewa Barata Dion Dewa Barata Ellysabeth, Ellysabeth Ermahani A. Jalil, Intan Fidia Fidia Gamelia, Warni Golan Hasan, Golan Hapsari, Ratih Regina Kelly Lim Kevin Winata Kho, Karen Kwok, Sherly Lady Lady Lady Lady Lady Lily Purwianti Lily Purwianti Liu Changbo Mahira, Rafika Maytanius, Jerry Mazida Ahmad Meliana Meliana Meliawati Melina, Bonita Nainggolan, Ferdinand Nicholas, Nicholas Nuraisyah Nuraisyah Nurjanah, Listia Oda Ignatius Besar Hariyanto, Oda Ignatius Besar Perdinan Machelino Pardede Piandi Pralibdo, Dafi Prili Yolanda Ayri, Charina Pulung Peranginangin Purba, Hilarius Raditya Priambada Putra, Edy Yulianto Ratih Anggraini Ratih Anggraini, Ratih Reni, Agus Tamrin Rezky Hasanah Rezyanti Apriliani Harsono Ronny Firdiansyah Arief Selly Celsya Setyawan, Agustinus Sihombing, Dame Afrina Sofiana Sundari Sri Intan, Debora Steven Syahputra, Ulung Vanessa Vanessa Verlyn Evajelista Warna Gamelia Wenky Wenky Wicipto, Wicipto Winsley Winsley Yolanda Masnita Siagian Yoshi Velika Yulfiswandi, Yulfiswandi Yuliana Yuliana Yusran, Husna Leila Zainudin, Nurhamizah Zicko Mauristha