The Impact of Green Experiential Marketing on Brand Perception and Customer Loyalty: A Case Study of Sukkha Citta with Perceived Value as Mediator

Abstract

Background: Rising environmental awareness has encouraged brands to adopt green experiential marketing to build emotional and ethical connections with consumers. Sukkha Citta, an Indonesian ethical fashion brand, applies this approach through sustainable storytelling and community engagement.
Purpose: This study examines the impact of green experiential marketing on green brand perception and customer loyalty, with perceived value assessed as a mediating variable.
Design/methodology/approach: A quantitative survey using purposive non-probability sampling targeted consumers who have purchased Sukkha Citta products. While effective for reaching relevant participants, this sampling method limits generalizability. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS).
Findings/Result: Green experiential marketing increases perceived value, thereby enhancing customer loyalty and strengthening green brand perception. Perceived value also mediates the effects of green experiential marketing on both outcomes. Because the research is cross-sectional, the relationships should be interpreted as associative rather than causal.
Conclusion: Experiential strategies that combine emotional, sensory, and ethical elements foster stronger perceptions and loyalty toward sustainable brands.
Originality/value (State of the art): This study validates perceived value as a key mechanism linking green experiential marketing to brand outcomes in an emerging market, using Sukkha Citta as a unique ethical fashion case.

Keywords:  green experiential marketing, perceived value, customer loyalty, green brand perception, sustainable consumer behavior