Green Marketing Strategies in Building Brand Loyalty for Wonosalam Fresh Milk Products: The Mediating Role of Environmental Awareness among Generation Z Consumers in Jombang Regency

Abstract

Research aim : This study examines the effect of green marketing

on brand loyalty in local products, specifically Wonosalam fresh

milk, focusing on Generation Z as environmentally conscious

consumers in Jombang Regency.

Design/Methode/Approach : This study uses a quantitative

explanatory approach. Data were collected through Likert-scale

questionnaires and analyzed using SEM-PLS with SmartPLS 3.

The sample consisted of 115 purposively selected respondents.

Research Finding : The findings reveal that green marketing has a

positive and significant effect on brand loyalty. It also

significantly influences environmental awareness, which in turn

affects brand loyalty. Environmental awareness partially

mediates the relationship between green marketing and brand

loyalty.

Theoretical contribution/Originality : This study enriches

sustainable marketing literature by providing empirical evidence

from local agribusiness products. Its novelty lies in integrating

green marketing, environmental awareness, and brand loyalty

among Generation Z in a local context.

.Practitionel/Policy implication : The results suggest that

businesses, particularly local producers and SMEs, should

implement authentic and transparent green marketing strategies

to enhance consumer loyalty. The findings also support policies

promoting sustainable business practices.

Research limitation : This study is limited by a small sample size

and a single geographic focus. Future research should include

additional variables such as green trust, perceived value, and

brand image.

Keywords : Green Marketing; Brand Loyalty; Environmental

Awareness; Generation Z; Local Product.