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p-Index From 2020 - 2025
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All Journal International Journal of Economics and Management Research
Nuriya Fadilah
Unknown Affiliation
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The Role of Brand Personality in Determining the Success of Green Marketing Strategies Nuriya Fadilah; Muh. Syarif; Suyono Suyono
International Journal of Economics and Management Research Vol. 4 No. 3 (2025): December : International Journal of Economics and Management Research
Publisher : Pusat Riset dan Inovasi Nasional

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55606/ijemr.v4i3.504

Abstract

This study explores the role of brand personality in the success of green marketing strategies, focusing on the dimensions of sincerity, excitement, competence, and sophistication. The findings indicate that these dimensions significantly enhance consumer trust, loyalty, and purchase intention toward environmentally friendly products. Green marketing influences consumer behavior through both functional and emotional aspects, with external factors such as consumer values, regulations, and market context acting as moderators. These findings provide practical implications for companies to strengthen brand personality and ensure transparency in sustainability claims, while also offering opportunities for further research on the external factors influencing green marketing strategies.
Co-Authors Muh. Syarif Suyono Suyono