<![CDATA[Purpose – This study aims to examine the effect of sustainable marketing implemented by Indonesian local fashion brands on customer loyalty through the mediating role of brand image. Design/Methodology/Approach – This study employed an explanatory research design with a quantitative approach. Data were collected through an online questionnaire from 140 consumers of Indonesian local fashion brands who were at least 17 years old and had purchased local fashion products at least twice. The collected data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS. Findings – The results indicate that sustainable marketing has a significant positive effect on both brand image and customer loyalty. Furthermore, brand image positively influences customer loyalty and significantly mediates the relationship between sustainable marketing and customer loyalty. Originality/Value – This study contributes to the sustainable marketing and branding literature by providing empirical evidence of the mediating role of brand image in the relationship between sustainable marketing and customer loyalty in the context of Indonesian local fashion brands. The findings also offer practical insights for fashion businesses seeking to strengthen customer loyalty through environmentally responsible marketing strategies and enhanced brand image.]]>
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