THE INFLUENCE OF ZARA’S GREEN MARKETING IN GENERATING BRAND TRUST AND BRAND LOYALTY

• Main Author: Pramudya, Loudiva
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/76937
• Institution: Institut Teknologi Bandung

The number of green marketing practices used in a company continuously increases, especially in the fashion industry, including Zara. Green marketing is a marketing approach that is not only focusing on customers’ needs and wants but also on protecting the environment. As a fast fashion brand, Zara constantly improves business practices and cares more about sustainability in their Join Life movement. In 2020, Zara started an innovation collaboration with many types of startups focusing on sustainability which resulted in increased awareness from customers. However, some customers are skeptical about Zara’s sustainability movement as greenwashing. Thus, this study aimed to assess whether Zara’s Join Life sustainability movement can influence brand trust and brand loyalty by assessing its greenwash, green brand image, green brand commitment, and green brand satisfaction. This research used a quantitative approach using purposive sampling by distributing surveys to 306 respondents in Indonesia who is a Zara customers and know about Zara’s Join Life. The data gathered is analyzed using descriptive statistics and the PLS-SEM. This study found that Zara’s Join Life green marketing has a positive impact on brand trust and brand loyalty. This study implies that greenwash is not negatively impact green brand image. However, green brand trust has a positive influence on green brand loyalty. The research findings propose marketing insights for marketers in the retail industry in increasing brand trust and brand loyalty based on green marketing.