The Effect of Green Marketing on Brand Loyalty with Brand Trust as a Mediating Variable on Global Personal Care Products in Batam
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Abstract
Increasing consumer awareness of environmental issues has encouraged personal care companies to adopt green marketing strategies. However, a major challenge remains in the form of consumer skepticism toward environmental claims, or greenwashing, which can weaken brand trust and brand loyalty. This study aims to analyze the influence of environmental concern, green marketing communication, and green product packaging on brand loyalty, with brand trust as a mediating variable, among consumers of global personal care products such as The Body Shop, L’Oréal, Innisfree, and Estée Lauder in Batam. This research employed a quantitative approach using a survey method involving 267 respondents. The results indicate that environmental concern, green marketing communication, and green product packaging have a positive and significant effect on brand trust, with coefficients of 0.381, 0.351, and 0.241, respectively. Brand trust also has a positive and significant effect on brand loyalty, with a coefficient of 0.413. Furthermore, brand trust was proven to significantly mediate the relationship between environmental concern, green marketing communication, and green product packaging and brand loyalty. Sustainable marketing strategies supported by credible communication and environmentally friendly packaging are therefore able to strengthen consumer trust and loyalty.
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References
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