The Influence of Green Brand Innovation on Green Brand Loyalty: The Role of Mediating the Value of Green Perception and Green Knowledge

Abstract

The electronics sector's swift expansion has led to mounting environmental challenges, especially due to the surge in electronic waste (e-waste). This research explores how innovations in eco-friendly branding impact loyalty towards green brands, focusing on environmentally aware Generation Z and millennial consumers in Indonesia. Employing a quantitative causal design, the study gathered data via an online survey completed by 300 participants. The SEM-PLS was utilized for analysis. The findings reveal that innovations in green branding significantly influence consumers' loyalty to environmentally friendly brands. These mediators partially explain how sustainable innovation, combined with effective communication of environmental benefits, strengthens consumer loyalty to green brands. These results underscore the importance of developing environmentally responsible branding strategies and educating consumers about sustainable practices. The study provides theoretical and practical insights for marketers in the electronics industry to foster long-term consumer relationships through green innovation.