<![CDATA[As producers seek to combine cultural heritage, environmental accountability, and market viability, sustainable batik has become increasingly important. However, prior batik consumer studies have focused more on initial purchase intention and have rarely distinguished eco-product innovation from eco-process innovation in explaining repeat purchase. This study examines how green perceived value and green trust influence sustainable batik repurchase intention in Surakarta and tests the moderating roles of eco-product and eco-process innovation. Using an explanatory quantitative design, data were collected from 100 consumers who had purchased green batik at least twice in the last four months. They were analyzed with partial least squares structural equation modeling. The findings show that green perceived value has a significantly positive effect on repurchase intention, whereas green trust has no significant direct effect. Eco-product innovation does not significantly moderate either relationship, and eco-process innovation does not strengthen the value-repurchase link. However, eco-process innovation significantly strengthens the relationship between green trust and repurchase intention. The novelty of this study lies in separating product-based and process-based eco-innovation and showing that process credibility is more decisive than visible product innovation in converting trust into repeat purchase in a culturally embedded creative industry.]]>
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