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All Journal Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan
Yenik Lidiawati
IAIN Pontianak
Economics, Econometrics & Finance Other

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The Influence of Green Trust and Green Brand Image on Islamic Bank Customer Loyalty The Moderating Role of Eco-Labeling Awareness Aulya Risky Afradini; Yenik Lidiawati; Sumin; Luqman; Nur Atiqah
Jurnal Ekonomi, Manajemen, Akuntansi dan Keuangan Vol. 7 No. 2 (2026): April
Publisher : Penerbit Jurnal Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.53697/emak.v7i2.3870

Abstract

The banking sector is undergoing a transformation toward sustainable business models to mitigate climate change risks, yet the emergence of "greenwashing" has increased customer skepticism. This study aims to analyze the influence of Green Trust and Green Brand Image on Islamic Bank Customer Loyalty, with Eco-Labeling Awareness as a mediating variable. Using a quantitative approach and PLS-SEM analysis on a sample of Millennial and Gen Z banking customers in Indonesia, the results reveal that Green Trust (X1) has a positive and significant effect on Customer Loyalty (Y) (T = 9.727, P = 0.000). Conversely, Green Brand Image (X2) does not significantly impact loyalty (T = 1.599, P = 0.110). Furthermore, Eco-Labeling Awareness (Z) serves as a significant mediator for the influence of Green Trust on loyalty (T = 9.727, P = 0.000), but fails to mediate the relationship between Green Brand Image and loyalty (T = 1.599, P = 0.110). These findings suggest that for Islamic banks, building deep trust through transparent environmental standards is more effective for fostering long-term loyalty than relying solely on brand image
Co-Authors Aulya Risky Afradini Luqman Nur Atiqah Sumin