Integrasi Green Marketing, Green Brand Loyalty, dan Green Brand Innovativeness dalam Mempengaruhi Green Purchase Intention

Abstract

This study aims to analyze the influence of green marketing, green advertisement, green brand loyalty, and green brand innovativeness on green purchase intention for environmentally friendly products of MSMEs. The background of the study is based on increasing consumer awareness of environmental sustainability issues that encourage changes in consumption behavior towards environmentally friendly products. The research method uses a quantitative approach with a purposive sampling technique on 90 respondents who have purchased environmentally friendly MSME products. Data analysis was conducted using the SEM-PLS method to test the relationship between variables. The results show that green marketing has a positive and significant effect on green advertisement, green brand loyalty, and green brand innovativeness. However, green marketing has a significant negative effect on green purchase intention. In addition, green advertisement does not have a significant effect on green purchase intention. Meanwhile, green brand loyalty and green brand innovativeness are proven to have a positive and significant effect on green purchase intention. These findings indicate that relational and innovative factors have a stronger role in driving consumer purchase intention than marketing communication alone. This study contributes to the development of green marketing literature through an integrative model and provides practical implications for MSMEs in designing more effective sustainable marketing strategies.