Green Lifestyle and Green Brand Image as Drivers of Green Customer Citizenship Behavior: The Mediation Role of Green Trust

Authors

  • Rubiyatno Rubiyatno Universitas Sanata Dharma, Yogyakarta, Indonesia
  • Maria Angela Diva Vilaningrum Wadyatenti Universitas Sanata Dharma, Yogyakarta, Indonesia
  • Fransisca Desiana Pranatasari Universitas Sanata Dharma, Yogyakarta, Indonesia

DOI:

https://doi.org/10.38035/gijea.v4i4.1301

Keywords:

Green Lifestyle, Green Brand Image, Green Trust, Green Customer Citizenship Behavior, Green Marketing

Abstract

This study examines the effects of green lifestyle and green brand image on green customer citizenship behavior (GCCB), with green trust as a mediating variable. A quantitative approach was employed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0. Data were collected from 200 respondents selected through purposive sampling using an online questionnaire measuring consumer perceptions of environmentally friendly products marketed through Sociolla. The results indicate that green lifestyle has no significant direct effect on GCCB and no significant indirect effect through green trust. In contrast, green brand image has significant direct and indirect effects on GCCB through green trust. The novelty of this study lies in simultaneously examining the roles of an environmentally oriented lifestyle and green brand image in explaining GCCB while testing green trust as a mediator in both relationships within the context of environmentally friendly beauty products in Indonesia. The findings suggest that perceptions of green brand image and consumer trust play important roles in encouraging voluntary supportive behavior toward green brands, whereas an environmentally oriented lifestyle does not automatically translate into such behavior. This study extends the application of the Stimulus–Organism–Response framework in green marketing research and offers practical implications for businesses seeking to strengthen their green brand image and consumer trust through transparent, credible, and consistent sustainability practices.

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Published

2026-10-31

How to Cite

Rubiyatno, R., Wadyatenti, M. A. D. V., & Pranatasari, F. D. (2026). Green Lifestyle and Green Brand Image as Drivers of Green Customer Citizenship Behavior: The Mediation Role of Green Trust. Greenation International Journal of Economics and Accounting, 4(4), 1532–1548. https://doi.org/10.38035/gijea.v4i4.1301

Issue

Vol. 4 No. 4 (2026): Greenation International Journal of Economics and Accounting (September - October 2026)

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Articles

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Copyright (c) 2026 Rubiyatno Rubiyatno, Maria Angela Diva Vilaningrum Wadyatenti, Fransisca Desiana Pranatasari

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