The Power of Green Satisfaction: Driving Loyalty through Environmental Image of Green Brand in Indonesia

Abstract

This quantitative study investigates the relationship between green image and green loyalty among 240 Starbucks customers in Indonesia, specifically examining the mediating role of green satisfaction. Using Structural Equation Modeling-Partial Least Squares (SEM-PLS), the analysis reveals that green image alone does not significantly influence loyalty; rather, it requires green satisfaction as a crucial affective bridge to foster commitment. The findings indicate that while environmental branding attracts interest, only tangible, satisfying experiences with a brand's sustainability efforts generate the emotional bond necessary for retention. Consequently, businesses must prioritize authentic, impactful environmental actions over mere communication, with future research recommended to explore the stability of this relationship across different demographics and timeframes.