Green Awareness as a Mediator of Green Marketing and Green Brand Image on Green Customer Loyalty in Botanical Products

Authors

  • Elkunny Dovir Siratan Universitas Bunda Mulia, Jakarta, Indonesia
  • Christian Haposan Pangaribuan Sampoerna University, Jakarta, Indonesia
  • Aldi Bernatha Universitas Bunda Mulia, Jakarta, Indonesia
  • Tri Wismiarsi Sampoerna University, Jakarta, Indonesia
  • Budi Kurniawan Sampoerna University, Jakarta, Indonesia

DOI:

https://doi.org/10.38035/gijea.v4i4.917

Keywords:

Green Awareness, Green Brand Image, Green Customer Loyalty, Green Marketing

Abstract

This study analyzes the effect of green marketing and green brand image on green customer loyalty, with green awareness as a mediating variable among consumers of Botanical Essential products in Indonesia. This research employed a quantitative approach through a survey of 200 respondents selected using purposive sampling, namely consumers who had purchased or used the products at least twice within the past year. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 3. The findings indicate that green marketing has a positive and significant effect on green awareness and green customer loyalty. Green brand image is also proven to have a positive and significant effect on green awareness and green customer loyalty. Green awareness had the strongest effect on green customer loyalty (β = 0.542, p < 0.001) and fully mediated the relationships between green marketing, green brand image, and green customer loyalty. These findings affirm that green customer loyalty is shaped by green marketing, green brand image, and green awareness as a mediating mechanism.

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Published

2026-10-31

How to Cite

Siratan, E. D., Pangaribuan, C. H., Bernatha, A., Wismiarsi, T., & Kurniawan, B. (2026). Green Awareness as a Mediator of Green Marketing and Green Brand Image on Green Customer Loyalty in Botanical Products. Greenation International Journal of Economics and Accounting, 4(4), 1496–1508. https://doi.org/10.38035/gijea.v4i4.917

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 Elkunny Dovir Siratan, Christian Haposan Pangaribuan, Aldi Bernatha, Tri Wismiarsi, Budi Kurniawan

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