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All Journal Optimum : Jurnal Ekonomi dan Pembangunan Jurnal Minds: Manajemen Ide dan Inspirasi Jurnal EMT KITA Jurnal Analisis Bisnis Ekonomi Muhammadiyah International Journal of Economics and Business Martabe : Jurnal Pengabdian Kepada Masyarakat Jurnal Perilaku dan Strategi Bisnis JURNAL MANAJEMEN Performance : Jurnal Bisnis dan Akuntansi Jurnal Informatika Ekonomi Bisnis Jurnal Fokus Manajemen Bisnis JOURNAL SCIENTIFIC OF MANDALIKA (JSM) ISTIKHLAF: Jurnal Ekonomi, Perbankan & Manajemen Syariah Journal of Social And Economics Research Jurnal Karya Abdi Masyarakat Innovative: Journal Of Social Science Research West Science Business and Management Indo-Fintech Intellectuals: Journal of Economics and Business Jurnal Informatika Ekonomi Bisnis Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah Escalate : Economics and Business Journal journal of social and economic research As-Syirkah: Islamic Economic & Financial Journal
Salamatun Asakdiyah, Salamatun
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Journal : Jurnal Informatika Ekonomi Bisnis

 1 
Green Branding Strategy and Consumer Loyalty: A Study on Environmentally Friendly Products Asakdiyah, Salamatun; Aditi, Bunga; Suteja, I Gede Novian
Jurnal Informatika Ekonomi Bisnis Vol. 7, No. 4 (December 2025): Accepted
Publisher : SAFE-Network

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37034/infeb.v7i4.1296

Abstract

This study aims to analyze the influence of green branding strategy on consumer loyalty by considering the mediating role of brand trust among eco-friendly product consumers in Central Java. The research employed an explanatory quantitative approach with a survey design. The population consisted of consumers of green cosmetics, organic food, and eco-labeled household products, with a sample of 140 respondents selected using purposive sampling. Data were collected through an online questionnaire using a 5-point Likert scale adapted from previous studies. The data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with SmartPLS 4.0. The findings reveal that green branding strategy has a positive and significant impact on consumer loyalty, both directly and indirectly through brand trust. The results indicate that the stronger the green branding strategy implemented by a company, the higher the consumer trust, which in turn fosters greater loyalty. Brand trust serves as a partial mediator, implying that while green branding strategy can directly enhance loyalty, its effect becomes stronger when consumers also trust the brand’s sustainability commitment. Theoretically, this study enriches the green marketing literature by providing empirical evidence of the strategic role of green branding in building loyalty through the psychological mechanism of trust. Practically, it suggests that companies should strengthen environmental information transparency, consistent brand communication, and sustainable innovation to build both trust and long-term loyalty. From a policy perspective, the study highlights the importance for regulators to strengthen green labeling standards and enhance consumer education in order to reduce greenwashing practices.
Co-Authors -, Mardianto A.A. Ketut Agung Cahyawan W Abdullah, Haidar Aftoni Sutanto Anna Anna, Anna Ardhitama, Chandra Astuti . S, Sri Atmaja, Indra Bonaga, Jason Keith Bunga Aditi Dewanto, Mega Ria Dewi, Atika Puspita Emiliyana, Fitri Fajar Prasetya, Akhmad Hasim Herdiansyah, Diki Hidayat, Abdul Choliq Indro Prastowo Ismanto, Deny Istifarida, Ade Lisa Karnadi, Karnadi Khoirul Huda Kurnianto, Singgih Latifa, Rita Nurul Luthfiah, Nur Fitri Mahatir, Fahmi Mar’i Maryoto, Maryoto Mudiono, Mudiono Muhadi, Ahmad Musafir Navisah, Navisah Nirwanto, Irfan Budi Nurdiyanti, Eva Nuriska, Alfia Nuryanti, Linda Perdana Oskar, Dimas Priyono Puji Prasetyo, Priyono Puji Rachmiani Riduwan Rohmatus Isnaini Rumanjaya, Alfredi Salampessy, Andy Passyada Sarwinda, Sarwinda Setiawan, Zunan Setyaningsih Setyaningsih, Setyaningsih Setyawan, Rai Raka Sudarmono, Sigit Sukardi Sukardi Sukmaningtyas, Jantu Sulistyo, Beni Agus Suteja, I Gede Novian Sya’bana, Ali Tauhid, Imam Uma Maheswari, Uma Utik Bidayati, Utik Warti, Mei Ayu Widyawati, Weni Xiaoyan, Yuan Yuliana, Monikka Zulfiani, Elvira