Green brand evangelism: The role of green brand attachment, attitudinal green purchase intention, and green brand loyalty
DOI:
https://doi.org/10.12928/jombi.v4i1.2216Abstract
Purpose-Growing environmental awareness is driving green cosmetics companies to build strong relationships with consumers to foster sustainable brand support through green brand evangelism. However, this phenomenon is influenced not only by green attributes but also by consumers’ emotional and cognitive factors. This study examines the positive effects of green brand attachment and attitudinal green purchase intention on green brand evangelism, with green brand loyalty serving as an
Methodology-This study focuses on Avoskin consumers in Indonesia, with a sample size of 173 respondents. All participants were selected using purposive sampling and met the established criteria. Data were collected via an online questionnaire and analyzed using SmartPLS 4.0, including validity and reliability tests, as well as hypothesis testing.
Findings-The study found that green brand attachment and attitudinal green purchase intention can influence green brand evangelism and green brand loyalty. Green brand loyalty positively affects green brand evangelism and serves as a mediator linking the independent and dependent variables.
Research Limitations-This study has limitations, including a relatively small sample size, a focus on a single product, Avoskin, and the examination of green brand loyalty only as a partial mediator. Future research is recommended to expand the sample size, conduct cross-brand comparisons, and develop a more complex mediation model.
Novelty-This study contributes to the development of the consumer behavior literature by integrating social exchange theory and the theory of planned behavior to examine the factors that shape green brand evangelism. The findings reveal the role of green brand loyalty as a partial mediator, explaining the emotional aspect (green brand attachment) and the cognitive factor (attitudinal green purchase intention) in shaping green brand evangelism, within the context of green cosmetics in Indonesia. This area has not yet been extensively explored.
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