Building a Sustainable Economy in ASEAN Through Local Product Marketing: A Case Study of Gen Z Jombang’s Loyalty Toward Green Brand Laminated Bamboo Products
DOI:
https://doi.org/10.29407/736tdd52Abstract
Research aim: This study aims to analyze the influence of product quality, brand image, and green awareness on Generation Z consumer loyalty toward green brands of laminated bamboo products in Jombang within the context of sustainable marketing, as well as their contribution to sustainable economic development in ASEAN.
Design/Method/Approach: This study employs a quantitative approach with an explanatory research design. Data were collected from 100 respondents using purposive sampling and analyzed using SEM-PLS with SmartPLS software, including outer and inner model evaluation.
Research Finding: The results indicate that product quality, brand image, and green awareness have a positive and significant effect on consumer loyalty, with product quality as the most dominant factor. The model explains 62% of the variance in consumer loyalty, indicating strong explanatory power.
Theoretical contribution/Originality: This study contributes to green marketing literature by confirming the central role of product quality and integrating brand image and green awareness in explaining loyalty within a sustainable local product context.
Practical/Policy implication: The findings suggest that businesses should prioritize product quality while strengthening branding and environmental awareness strategies, and policymakers should support sustainable local industries through standardization and consumer education.
Research limitation: This study is limited by its sample size and geographic scope, suggesting future research should include broader samples and additional variables.
Keywords:
Green marketing, Brand image, green awareness, consumer loyalty, Generation Z, sustainable economyDownloads
References
[1] United N. Transforming our world: The 2030 agenda for sustainable development 2015.
[2] World B. World development report 2020: Trading for development in the age of global value chains. World Bank 2020.
[3] Secretariat A. ASEAN sustainable development outlook. ASEAN 2021.
[4] Kotler P, Kartajaya H, Setiawan I. Marketing 4.0: Moving from traditional to digital. Wiley 2019.
[5] Peattie K, Crane A. Green marketing: Legend, myth, farce or prophesy? Qualitative Market Research 2005; 8(4):357–370.
[6] Djafarova E, Foots S. Exploring ethical consumption of Generation Z: Theory of planned behaviour. Young Consum 2022; 23(3):413–431.
[7] Joshi Y, Rahman Z. Factors affecting green purchase behaviour and future research directions. Int Strateg Manag Rev 2015; 3(1–2):128–143.
[8] Nguyen TN, Lobo A, Greenland S. Energy efficient household appliances in emerging markets: The influence of consumers’ values and knowledge on their attitudes and purchase behaviour. Int J Consum Stud 2019; 43(2):167–177.
[9] Yadav R, Pathak GS. Young consumers’ intention towards buying green products in a developing nation: Extending the theory of planned behavior. J Clean Prod 2016; 135:732–739.
[10] Chen YS, Chang CH. Greenwash and green trust: The mediation effects of green consumer confusion and green perceived risk. J Bus Ethics 2013; 114(3):489–500.
[11] Dangelico RM, Vocalelli D. “Green marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. J Clean Prod 2017; 165:1263–1279.
[12] Chen YS. The drivers of green brand equity: Green brand image, green satisfaction, and green trust. J Bus Ethics 2010; 93(2):307–319.
[13] Ajzen I. The theory of planned behavior. Organ Behav Hum Decis Process 1991; 50(2):179–211.
[14] Oliver RL. Whence consumer loyalty? J Mark 1999; 63(4):33–44.
Downloads
Published
Issue
Section
License
Copyright (c) 2026 Chafi Briarti Nur Qolida, Dr. Nuri Purwanto, SST., MM.
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
