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Banco: Jurnal Manajemen dan Perbankan Syariah
Published by Institut Agama Islam Negeri Parepare
ISSN : 26849534     EISSN : 26848643     DOI : -
Core Subject : Religion, Economy, Humanities, Social,
Religion Humanities Economics, Econometrics & Finance Law, Crime, Criminology & Criminal Justice Social Sciences
Banco: Jurnal Manajemen dan Perbankan Syariah publishes original works that contribute to scientific discussion of Sharia Economic, Management and Bisnis Sharia, Sharia Banking, Economic Development, Sharia Finance and Accounting, Management and Economic any related issues. The works on the issues of world religions and global societies are welcome. Submissions are welcome not only from scholars of religious studies and Islamic studies, but also political scientists, legal scholars, economists, anthropologists. All submissions must not be previously published elsewhere.
Arjuna Subject : Bisnis, Menejemen, dan Akutansi (semua kategori) - Bisnis, Menejemen, dan Akutansi (Lain-Lain)
Articles 91 Documents
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Sharia-Ethical Self-Identity and Sustainable Brand Loyalty: The Nexus of Green Brand Love Sari, Ajeng Herliyana; Kuswati, Rini
BANCO: Jurnal Manajemen dan Perbankan Syariah Vol. 8 No. 1 (2026): Banco: Jurnal Manajemen dan Perbankan Syariah
Publisher : Institut Agama Islam Negeri Parepare

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35905/banco.v8i1.15527

Abstract

Purpose – This study aims to analyze the role of the Social Self and Inner Self in shaping Brand Loyalty through the mediation of Green Brand Love in the context of sustainable Islamic marketing. This study stems from increasing consumer awareness of environmental issues and the need to integrate ethical and spiritual values into consumption behavior. Method – A quantitative approach was employed, collecting data from 160 respondents in Indonesia (atau lokasi spesifik lainnya) selected via purposive sampling. The data were analyzed using Structural Equation Modeling (SEM-PLS) to ensure robust testing of the measurement and structural models, including mediation effects. Findings – The results demonstrate that both Social Self and Inner Self are powerful predictors of Green Brand Love, which in turn acts as a crucial mediator in strengthening Brand Loyalty. Notably, the Inner Self shows a deeper connection to green values, suggesting that personal ethics are fundamental to sustainable brand attachment. Implication – These findings provide a theoretical bridge between self-identity theory and green marketing within the framework of Islamic management. Practically, firms should align their branding strategies with consumers’ ethical and social identities to foster genuine loyalty toward sustainable initiatives, thereby contributing to the achievement of Sustainable Development Goals (SDGs)

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