THE IMPACT OF GREEN DIGITAL STRATEGIES ON CONSUMER BRAND LOYALTY AMONG GEN Z’S IN INDONESIA

• Main Author: Basudewo, Bito
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/85695
• Institution: Institut Teknologi Bandung

Generation Z becomes a key demographic in the framework of Indonesia's fast changing market scene since they are profoundly affected by digital developments and sustainability. Engaging this environmentally conscious generation depends on knowing how green marketing affects brand loyalty, particularly in the context of greenwashing.This study examines how green digital marketing strategies affect brand loyalty among Generation Z consumers in Indonesia. Another main goal is investigating whether greenwashing as a moderating variable can influence brand loyalty. By using a positivist paradigm and a quantitative approach, the study is mostly on empirical data collecting and statistical analysis. Selected by non-probability sampling methods to guarantee the sample fairly reflects the target population, the study polled 106 Generation Z respondents from Indonesia. Emphasizing participants' attitudes toward green marketing, awareness of greenwashing, and brand loyalty, data were acquired via a structured online questionnaire sent out via Google Forms and distributed through social media. This research uses simple linear regression to determine the influence of strategic green digital marketing on brand loyalty and also conducts moderated regression analysis to investigate the moderating role of consumer awareness of greenwashing on the relationship between green digital marketing and brand loyalty. The results show that among Generation Z in Indonesia, green digital marketing techniques improve brand loyalty. Consumer concerns about greenwashing, however, reduces this correlation and emphasizes the need of authenticity in campaigns for green marketing. The study emphasizes how managers should implement honest and open green marketing plans to develop and preserve brand loyalty among consumers who care about the surroundings. By stressing the important part greenwashing awareness plays in forming consumer trust and loyalty, theoretically it adds to the body of research on sustainable marketing. Future studies ought to investigate these dynamics in several cultural settings.