Dampak Sustainable Marketing terhadap Sustainable Purchasing melalui Brand Image dan Brand Trust di Body Shop Malang

Dwi Danesty Deccasari; Marli Marli

doi:10.29407/jse.v9i2.1580

Authors

Dwi Danesty Deccasari Sekolah Tinggi Ilmu Ekonomi Malangkucecwara
Marli Marli Sekolah Tinggi Ilmu Ekonomi Malangkucecwara

DOI:

https://doi.org/10.29407/jse.v9i2.1580

Keywords:

Sustainable Marketing, Sustainable Purchasing, Brand Image, Brand Trust, Body Shop.

Abstract

This study aims to examine the impact of sustainable marketing on consumers' sustainable purchasing behavior, with the dual mediation role of brand image and brand trust. Data were collected from 217 Body Shop consumer respondents in Malang and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that sustainable marketing has a positive and significant effect on brand image and brand trust. Both mediating variables also significantly mediate the relationship between sustainable marketing and sustainable purchasing. These findings confirm that building brand image and consumer trust are important mechanisms in encouraging sustainable purchasing. Therefore, marketing strategies that focus on sustainability values and consumer trust are crucial for realizing a transition to socially and environmentally responsible consumption.

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