GREEN BRAND INNOVATIVE ON GREEN BRAND LOYALTY: A Moderating Model Evaluation by Green Perceived Value of Indonesian Consumers for The Body Shop Products

Authors

  • Yunfajri Rahma Nofiasari Universitas Andalas
  • Ratni Prima Lita Universitas Andalas
  • Verinita Verinita Universitas Andalas

DOI:

https://doi.org/10.35817/publicuho.v6i3.232

Keywords:

Green Brand Innovative, Green Brand Loyalty, Green Perceived Value

Abstract

This study aims to analyze and prove green brand innovative impact on brand loyalty of Indonesian consumers for the Body Shop product, it also tested the moderating effect of green perceived value on its relation. In the sampling technique, this study used convenience sampling with online method questionnaire distribution. Recorded as many as 111 users of the Body Shop products across Indonesia (West, Mid, East) have participated. Then, the feedback was analyzed with the technique of SEM with the assistance of the Smart-PLS software's latest version. Results found that green brand innovation has a positive impact on green brand loyalty of Indonesian users for the Body Shop products, and green perceived value also has a positive impact on green brand loyalty. Unfortunately, green perceived value isn’t able to moderate the relationship between green brand innovation and green brand loyalty.

Author Biographies

Ratni Prima Lita, Universitas Andalas

Department of Magister Management Universitas Andalas

Verinita Verinita, Universitas Andalas

Department of Magister Management Universitas Andalas

References

Arham, Q. L., & Dwita, V. (2021). The Influence of Green Brand Benefit and Green Brand Innovativeness on Brand Loyalty with Green Brand Image as Mediating on (P&G) Brand Products in …. Seventh Padang International Conference …, 192(Piceeba), 440–446.

Desara, T., Verinita, V., Maruf, M., & Hidayat, T. (2021). Enhancing Repurchase Intention in Retail : the Role of Customer Satisfaction , Service Quality , and Product Assortment. Enrichment Journal of Management, 12(1), 325–329.

Faisal, A. S., Ma’ruf, M., Lita, R. P., & Hidayat, T. (2021). Mengukur Kinerja Pasar Melalui Elemen Inovasi pada UKM Sektor Makanan dan Minuman di Kota Padang. Jurnal Manajemen Dan Kewirausahaan, 9(2), 130–151. https://doi.org/10.26905/jmdk.v9i2.6078

Fornell, C., & Larcker, D. F. (1981). Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics. Journal of Marketing Research, 18(3), 382–388.

Games, D., Hidayat, T., Fhardilha, J., Fernando, Y., & Sari, D. K. (2022). The Impact of Trust, Knowledge Sharing, and Affective Commitment on SME Innovation Performance. Journal of Governance and Integrity, 5(2), 267–274. https://doi.org/10.15282/jgi.5.2.2022.7184

Grace, N. (2021, September). Green Product The Body Shop. Tempo, 24.

Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate Data Analysis (Seventh). Pearson Prentice Hall.

Harianto. (2022). Gugatan LSM Pencinta Lingkungan di Jakarta Atas Kampanye Ramah Lingkungan The Body Shop. Humaniora, 2(2).

Hidayat, T., Fahmy, R., Sari, D. K., Mergeresa, F., & Fernando, Y. (2021). COVID 19 Outbreak Effect on Leadership, Job Satisfaction, And Turnover Intention: A Mediating Model of Indonesian Banking Sector. International Journal of Industrial Management, 10(1), 113–128. https://doi.org/10.1.2021.6011

Keller, K. L. (2016). Strategic Brand Management Building, Measuring and Managing Brand Equity. In Journal of Brand Management (Fourth Edi). Pearson. https://doi.org/10.1057/bm.1998.36

Kim, S. H., Kim, M. S., & Lee, D. H. (2016). The effects of personality traits and congruity on customer satisfaction and brand loyalty: Evidence from coffee shop customers. In Advances in Hospitality and Leisure (Vol. 12). https://doi.org/10.1108/S1745-354220160000012001

Kotler, P., Keller, K. L., Brady, M., Victor Goodman, M. R., & Hansen, T. (2019). Marketing management 4th European edition. In Soldering & Surface Mount Technology (Vol. 13, Issue 3).

Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35(December 2016), 133–141. https://doi.org/10.1016/j.jretconser.2016.12.011

Lu, J., & Xu, Y. (2015). Chinese young consumers’ brand loyalty toward sportswear products: A perspective of self-congruity. Journal of Product and Brand Management, 24(4), 365–376. https://doi.org/10.1108/JPBM-05-2014-0593

Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill-Building Approach, 6th Edition.

Tomas M. Hult, Sarstedt, M., & Ringle, C. M. (2015). A primer on partial least squares structural equation modeling (PLS-SEM). International Journal of Research & Method in Education, 38(2), 220–221. https://doi.org/10.1080/1743727x.2015.1005806

Tulangow, G. D. (2020). Green is Tne New Black: The Role of Green Marketing Awareness and Perceived Innovation in the Fast Fashion Industry. The 4th International Conference on Family Business and Entrepreneurship, 12(23), 275–288.

Yuliani, F., Syahrul, L., Lukito, H., & Hidayat, T. (2021). Affective Commitment in Questions ; Does LMX , POS , and Job Satisfaction being Answer ? Enrichment: Journal of Management, 12(1), 120–125.

Zulfikar, R., & Mayvita, P. A. (2018). The Relationship of Perceived Value, Perceived Risk, and Level of Trust Towards Green Products of Fast Moving Consumer Goods Purchase Intention. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 15(2), 1. https://doi.org/10.31106/jema.v15i2.838

Downloads

Published

2023-09-21