The Influence of Green Product and Green Advertising on Repurchase Intention
The Mediating Role of Green Brand Image in Packaged Drinking Water Consumption
Keywords:
Green Product, Green Advertising, Green Brand Image, Repurchase Intention, Packaged Drinking Water, Sustainable MarketingAbstract
The global packaged drinking water (PDW) industry faces mounting pressure to adopt sustainable practices while maintaining consumer loyalty. Although green marketing strategies have been extensively studied, empirical investigations examining the integrated effects of green product, green advertising, and green brand image on repurchase intention in the PDW industry particularly in developing countries remain limited. This study examines the influence of green product (X1) and green advertising (X2) on consumer repurchase intention (Y), with green brand image (Z) as a mediating variable among PDW consumers in Kefamenanu, Timor Tengah Utara Regency, Indonesia. A quantitative design using Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis was employed. Primary data were collected through questionnaires from 105 consumers of Mutisqua brand PDW using purposive sampling. Validated scales measured green product (12 items), green advertising (12 items), green brand image (16 items), and repurchase intention (16 items) using five-point Likert scales. Results indicate that green product (β = 0.303, t = 4.036, p < 0.001) and green advertising (β = 0.374, t = 4.362, p < 0.001) significantly influence repurchase intention. Green brand image significantly mediates both relationships: green product through green brand image to repurchase intention (β = 0.106, t = 2.485, p = 0.006) and green advertising through green brand image to repurchase intention (β = 0.184, t = 3.384, p < 0.001). The model explains 62% of repurchase intention variance, with green advertising showing the strongest total effect (0.558). This study provides empirical evidence for green brand image's strategic mediating role, demonstrating that sustainable product attributes require authentic communication and brand positioning to translate into consumer loyalty in emerging markets. PDW manufacturers should invest in integrated green marketing strategies emphasizing both product sustainability and brand communication.
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