Building Green Brand Advocacy: Examining the Effect of Green Brand Image and Green Perceived Value on Green Brand Evangelism through Green Trust Mediation
##plugins.themes.EpsilonTheme.article.main##
Marsha Adilla Rahmani*
Mahir Pradana
Arry Widodo
Environmental awareness has influenced consumer behavior, particularly in choosing eco-friendly products. The Body Shop, known for its commitment to sustainability, stands out for its Green Brand Image and Green Perceived Value. This study aims to examine the impact of green brand image and green perceived value on green brand evangelism, with green trust as a mediating variable. The SOR Theory is applied in this research, explaining how stimulus variables affect the organism, resulting in a response (green brand evangelism). The study targets The Body Shop consumers in Greater Bandung and uses a quantitative method supported by descriptive analysis. Data was collected through an online questionnaire, with 388 valid responses from 390 submissions. Analysis was conducted using PLS-SEM with Smart-PLS software. Findings show a positive and significant relationship between Green Brand Image and Green Perceived Value, which influences Green Trust. Both variables also positively and significantly affect Green Brand Evangelism, directly and indirectly, through Green Trust. Green Trust plays a crucial role in mediating and strengthening the relationship between Green Brand Image and Green Perceived Value on Green Brand Evangelism. This research offers theoretical and practical insights for companies in developing green marketing strategies and maintaining consumer trust by building a strong image and delivering consistent value. The study is limited to The Body Shop consumers in Greater Bandung. Thus, future research is encouraged to expand the geographical scope for broader generalization.
Aditi, B., Surya, E. D., Manullang, S. O., & Juliana, J. (2020). Green Trust Mediates the Effect of Green Perceived Value and Green Perceived Risk Against Green Repurchase Intention. International Journal of Advance Science and Technology, 29(9).
Anom, N. S., Ratnawati, K., & Hapsari, R. D. V. (2024). An investigation of the impact of green perceived value and green perceived risk on repurchase intention through green trust in green product Adidas. International Journal of Research in Business and Social Science (2147- 4478), 13(9), 54–68. https://doi.org/10.20525/ijrbs.v13i9.3876
Asan, S., Gabriel, D. S., Purba, J. T., & Berlianto, M. P. (2024). The Drivers of Green Brand Evangelism: The Mediation Role of Green Brand Experience. Revista de Gestão Social e Ambiental, 18(8), e06217. https://doi.org/10.24857/rgsa.v18n8-016
Chen, Y.-S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics, 93(2), 307–319. https://doi.org/10.1007/s10551-009-0223-9
Chen, Y.-S., Huang, A.-F., Wang, T.-Y., & Chen, Y.-R. (2020). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence, 31(1–2), 194–209. https://doi.org/10.1080/14783363.2018.1426450
Chen, Y., & Chang, C. (2012). Enhance green purchase intentions. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250
Damayanti, E., & Nuvriasari, A. (2021). Pengaruh Green Packaging, Green Advertising, Green Perceived Value, dan Brand Image terhadap Keputusan Pembelian Konsumen The Body Shop. Jurnal Ilmiah Mahasiswa Ekonomi Manajemen, 6(2). https://doi.org/https://doi.org/10.24815/jimen.v6i2.17092
Ganesan, S. (1994). Determinants of Long-Term Orientation in Buyer-Seller Relationships. Journal of Marketing, 58(2), 1. https://doi.org/10.2307/1252265
Ghozali, I. (2021). Aplikasi analisis multivariete dengan program IBM SPSS 26. Universitas Diponegoro Press.
Guerreiro, J., & Pacheco, M. (2021). How Green Trust, Consumer Brand Engagement and Green Word-of-Mouth Mediate Purchasing Intentions. Sustainability, 13(14), 7877. https://doi.org/10.3390/su13147877
Hair, Black, W. C., Babin, B. J., Anderson, R. E., Black, W. C., & Anderson, R. E. (2019). Multivariate Data Analysis. https://doi.org/10.1002/9781119409137.ch4
Hamouda, M., & Aissaoui, A. (2024). Rooting for the green: consumers and brand love. Journal of Business Strategy, 45(4), 275–281. https://doi.org/10.1108/JBS-02-2023-0028
Hartanto, G. A., Hadi, I. P., & Yogatama, A. (2021). Citra Perusahaan The Body Shop Sebagai Perusahaan Kosmetik Eco-Friendly Pendahuluan. Jurnal E-Komunikasi, 9(2).
Hidayat, A. M. (2021). Pengaruh Green Brand Image, Green Trust Dan Green Satisfaction Terhadap Loyalitas Konsumen (Studi Kasus pada Konsumen Stuja Coffee Jakarta). Jurnal Ilmiah Mahasiswa FEB, 9(2).
Huang, T. (2023). Using SOR framework to explore the driving factors of older adults smartphone use behavior. Humanities and Social Sciences Communications, 10(1), 690. https://doi.org/10.1057/s41599-023-02221-9
Imaningsih, E. S. (2019). The Effect Of Green Perceived Quality, Green Perceived Risk On Green Satisfaction And Green Trust On The Body Shop Product. Journal of Marketing and Consumer Research, 55(1). https://doi.org/10.7176/JMCR/55-07
Jargalmaa, B., Ariunkhishig, S., & You, S.-Y. (2021). The Effect of Consumer Perception of Environmental Sustainability on Consumer Loyalty for A Cosmetic Brand. Journal of the Korea Academia-Industrial Cooperation Society, 22(11), 820–832. https://doi.org/10.5762/KAIS.2021.22.11.820
Juliana, Djakasaputra, A., & Pramono, R. (2020). Green Perceived Risk, Green Viral Communication, and Green Perceived Value Against Green Purchase Intention Through Green Satisfaction. Journal of Industrial Engineering & Management Research, 1(2). https://doi.org/10.7777/jiemar.v1i2.46
Kayubiyanto, A. Y., Nafiuddin, N., & Putri, V. (2024). Pengaruh Green Brand Image dan Green Perceived Quality terhadap Green Purchase Intention melalui Green Trust (Studi pada Konsumen Tupperware di Cilegon). Sains Manajemen: Jurnal Manajemen Unsera, 10(1). https://doi.org/10.30656/sm.v10i1.9343
Koten, W. M. M., Utami, S., & Marwanto, I. H. (2023). Tingkat Penerimaan Technology Acceptance Model (TAM) pada Bank Jatim Jawa Timur Menggunakan SMART PLS. Jurnal Ilmiah Raflesia Akuntansi, 9(1), 158–167. https://doi.org/10.53494/jira.v9i1.645
Kumar, V. (2025). Green Marketing and Its Influence on Consumer Purchasing Decisions in the Indian Market. Journal of Management and Entrepreneurship, 18(4), 56–73. https://doi.org/10.70906/20241804056073
Kurniawati, P., & Susanti, A. (2023). Pengaruh Brand Awareness, Brand Exposure Dan Electronic Word Of Mouth Terhadap Keputusan Pembelian (Studi Kasus Pada Pengguna Produk The Body Shop Di Surakarta). Seminar Nasional Pariwisata Dan Kewirausahaan (SNPK), 2, 330–338. https://doi.org/10.36441/snpk.vol2.2023.138
Lawi, G. F. K. (2020). Industri Kecantikan Gencar Berinovasi Ciptakan Produk Ramah Lingkungan. Bisnis.com.
Lee, Y.-K. (2020). The Relationship between Green Country Image, Green Trust, and Purchase Intention of Korean Products: Focusing on Vietnamese Gen Z Consumers. Sustainability, 12(12), 5098. https://doi.org/10.3390/su12125098
Li, J., Hu, L., & Basheer, M. F. (2023). Linking green perceived value and green brand loyalty: a mediated moderation analysis of green brand attachment, green self-image congruity, and green conspicuous consumption. Environment, Development and Sustainability, 26(10), 25569–25587. https://doi.org/10.1007/s10668-023-03696-x
Li, J., Sun, X., & Hu, C. (2022). The Role of Skepticism and Transparency in Shaping Green Brand Authenticity and Green Brand Evangelism. Sustainability, 14(23), 16191. https://doi.org/10.3390/su142316191
Lisnaningrum, D., Sabihaini, S., & Ghofar, A. (2020). Konsekuensi Green Trust Terhadap Green Perceived Value, Green Perceived Risk dan Green Repurchase Intention. Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science), 19(2), 62–74. https://doi.org/10.14710/jspi.v19i2.62-74
Mada, A. La, Hidayanti, I., & Yusuf, I. S. H. (2021). Efek Green Perceived Value dan Risk terhadap Green Repurchase Intention: Green Trust sebagai Pemediasi pada Pengguna Pertalite di Kota Ternate. INOBIS: Jurnal Inovasi Bisnis Dan Manajemen Indonesia, 4(3), 326–345. https://doi.org/10.31842/jurnalinobis.v4i3.187
Maghfur, R. fata, Santosa, P. W., & Zhafiraah, N. R. (2023). The Influence of Brand Image and Experiential Marketing on Consumer Loyalty with Consumer Satisfaction as an Intervening. Marketing and Business Strategy, 1(1), 1–12. https://doi.org/10.58777/mbs.v1i1.153
Malewar, S., Koner, S., & Gupta, T. (2024). Go Green (pp. 221–252). https://doi.org/10.4018/979-8-3693-6468-0.ch008
Nayak, A., Satpathy, I., & Poddar, S. (2024). The Radical Transformation (pp. 166–181). https://doi.org/10.4018/979-8-3693-3985-5.ch010
Nguyen, T. N., Lobo, A., & Greenland, S. (2016). Pro-environmental purchase behaviour: The role of consumers’ biospheric values. Journal of Retailing and Consumer Services, 33, 98–108. https://doi.org/10.1016/j.jretconser.2016.08.010
P. Becerra, E., & Badrinarayanan, V. (2013). The influence of brand trust and brand identification on brand evangelism. Journal of Product & Brand Management, 22(5/6), 371–383. https://doi.org/10.1108/JPBM-09-2013-0394
Pambudi, T. S. (2024). The Body Shop, Rebah dengan Seribu Luka. SWA.
Panda, T. K., Kumar, A., Jakhar, S., Luthra, S., Garza-Reyes, J. A., Kazancoglu, I., & Nayak, S. S. (2020). Social and environmental sustainability model on consumers’ altruism, green purchase intention, green brand loyalty and evangelism. Journal of Cleaner Production, 243, 118575. https://doi.org/10.1016/j.jclepro.2019.118575
Peattie, K. (1998). Environmental Marketing Management: Meeting the green Challenge. In Business strategy and the environment John Wiley & Sons (Vol. 7).
Polonsky, M. J. (1994). An Introduction To Green Marketing. Electronic Green Journal, 1(2). https://doi.org/10.5070/G31210177
Praharjo, A., Suharyono, & Wilopo. (2019). Pengaruh Green Advertising Terhadap Persepsi Tentang Green Brand Dan Keputusan Pembelian (Survei Pada Mahasiswa Fakultas Ilmu Administrasi Angkatan 2010/2011 Universitas Brawijaya Konsumen Air Minum Kemasan Merek Ades). Jurnal Administrasi Bisnis S1 Universitas Brawijaya, 4(2).
Prasetya, A. Y., Telaumbanua, A. J., & Rahmadhani, S. (2020). Analisis Green Brand Image, Green Product, dan Green Advertising terhadap Keputusan Pembelian Produk Ramah Lingkungan. Jurnal Mahasiswa: Jurnal Ilmiah Penalaran Dan Penelitian Mahasiswa, 1(1). https://doi.org/10.51903/jurnalmahasiswa.v1i1.426
Putra, I. K. M., Wirga, I. W., Sanjaya, I. B., Pasek, I. K., & Sukarta, I. W. (2022). Does green perceived value impact the green repurchase intention? International Journal of Business, Economics & Management, 5(3), 176–180. https://doi.org/10.21744/ijbem.v5n3.1933
Raj, S., Singh, A., & Lascu, D.-N. (2023). Green smartphone purchase intentions: A conceptual framework and empirical investigation of Indian consumers. Journal of Cleaner Production, 403, 136658. https://doi.org/10.1016/j.jclepro.2023.136658
Rakhmawati, D., Puspaningrum, A., & Hadiwidjojo, D. (2019). Hubungan green perceived value, green brand image, dan green trust terhadap green purchase intention. IQTISHODUNA, 1(1), 1–16. https://doi.org/10.18860/iq.v1i1.5957
Septiani, N. A., & Widiyanesti, S. (2024). Analisis Pengaruh Green Marketing Mix dan Brand Image terhadap Repeat Purchase di Gerai The Body Shop Jawa Barat. EProceedings of Management, 11(5).
Shrum, L. J., McCarty, J. A., & Lowrey, T. M. (1995). Buyer Characteristics of the Green Consumer and Their Implications for Advertising Strategy. Journal of Advertising, 24(2), 71–82. https://doi.org/10.1080/00913367.1995.10673477
Song, Z., Liu, C., & Shi, R. (2022). How Do Fresh Live Broadcast Impact Consumers’ Purchase Intention? Based on the SOR Theory. Sustainability, 14(21), 14382. https://doi.org/10.3390/su142114382
Statista. (2023). Consumer Preferences in the Personal Care and Beauty Market in Indonesia.
Steven, & Pratiwi, R. (2020). Pengaruh Green Marketing, Green Brand Image, Packaging, Nilai Pelanggan Terhadap Kepuasan Serta Dampaknya Pada Loyalitas (Survey Pada Pelanggan Starbucks di Kota Pontianak). Jurnal Produktivitas, 7(2), 189–195.
Syahdi, N., & Rumyeni. (2016). Pengaruh Terpaan Mobile Adversting berupa SMS (Short Message Service) Operator Kartu As terhadap Sikap Pengguna Telepon Seluler di Lingkungan Mahasiswa Universitas Riau. Jurnal Online Mahasiswa Fakultas Ilmu Sosial Dan Ilmu Politik Universitas Riau, 3(2).
Syahputra, E., Sudarmiatin, S., & Sumelvia Dewi, A. (2024). Efforts To Increase Consumer Trust Through Green Marketing On White Oyster Mushroom Chips MSMEs In Kediri. TRANSEKONOMIKA: AKUNTANSI, BISNIS DAN KEUANGAN, 4(3), 198–206. https://doi.org/10.55047/transekonomika.v4i3.630
Wadyatenti, M. A. D. V., & Pranatasari, F. D. (2025). Analysis of Green Brand Image on Green Brand Equity With Green Trust, Green Satisfaction, And Green Perceived Value As Mediation. Dinasti International Journal of Economics, Finance & Accounting, 5(6), 6149–6157. https://doi.org/10.38035/dijefa.v5i6.3817
Widodo, A., Yusiana, R., & Hidayat, A. M. (2024). The Impact Of Attitude And Social Media Marketing On Green Purchase Intentions: The Mediating Role Of Green Product Knowledge. Journal of Law and Sustainable Development, 12(4), e3581. https://doi.org/10.55908/sdgs.v12i4.3581
Winangun, M. S., & Nurcaya, N. (2020). Peran Green Trust Memediasi Pengaruh Green Brand Image Terhadap Green Brand Equity Produk Bali Ratih. E-Jurnal Manajemen Universitas Udayana, 9(5), 1879. https://doi.org/10.24843/EJMUNUD.2020.v09.i05.p12
Yahya, Y. (2022). Peran Green Marketing, Green Brand Image Terhadap Purchase Intention Dengan Green Trust Sebagai Variabel Intervening. Jurnal Ilmiah Manajemen Dan Bisnis (JIMBis), 1(1), 17–38. https://doi.org/10.24034/jimbis.v1i1.5131
