The Impact of Green Brand Innovation, Green Perceived Value and Green Trust on Green Brand Loyalty: The Mediating Role of Green Satisfaction Among Uniqlo Consumers in Pontianak
DOI:
https://doi.org/10.59890/ijbmp.v3i1.357Keywords:
Green Brand Innovation, Green Perceived Value, Green Trust, Green Satisfaction, Green Brand Loyalty, Sustainable Fashion, UniqloAbstract
This study examines the effects of green brand innovation, green perceived value, and green trust on green brand loyalty, with green satisfaction as a mediating variable among Uniqlo consumers in Pontianak. Using Structural Equation Modeling (SEM) with 80 respondents, the results reveal that green brand innovation and green trust significantly influence green satisfaction, while green perceived value directly impacts green brand loyalty. However, green satisfaction does not mediate loyalty. These findings suggest that enhancing consumer engagement, perceived benefits, and transparency can strengthen Uniqlo’s green brand positioning and customer loyalty
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