As environmental awareness continues to reshape consumer behavior, a new study highlights how green product innovation and digital marketing strategies are helping brands strengthen sustainable marketing performance among Generation Z consumers.
Researchers developed an integrative green marketing model to examine how eco-friendly product innovation and digital marketing influence sustainable marketing outcomes, with green brand image serving as a key mediating factor. The study focused on Gen Z consumers in Bali, a region increasingly recognized for its sustainable fashion and environmentally conscious lifestyle movements.
Using a mixed-method sequential explanatory approach, the researchers combined quantitative analysis through Partial Least Squares Structural Equation Modeling (PLS-SEM) with qualitative interviews involving business owners and marketing practitioners in the sustainable fashion and lifestyle sector.
The findings revealed that green product innovation, including eco-design, recyclable materials, environmentally friendly packaging, and energy-efficient production processes, significantly improves green brand image. Digital marketing strategies, particularly sustainability-focused social media communication and transparent online engagement, were also found to strongly enhance brand image and directly improve sustainable marketing performance.
Importantly, the study found that green product innovation does not directly translate into stronger marketing performance unless consumers perceive the brand as genuinely environmentally responsible. This confirms the critical mediating role of green brand image in converting environmental innovation into customer trust, loyalty, advocacy, and repurchase intentions.
The qualitative findings further showed that Gen Z consumers value authenticity and transparency in sustainability claims. Brands that openly communicate their environmental practices, certifications, and behind-the-scenes sustainability efforts through digital platforms are more likely to build emotional connections and long-term engagement with young consumers.
The research also demonstrated that sustainable practices generate measurable environmental benefits by reducing waste, encouraging recycling, and supporting resource-efficient production systems. These findings align with the Natural Resource-Based View (NRBV), which argues that environmental responsibility can become a long-term source of competitive advantage.
Although market orientation did not significantly strengthen the relationship between green brand image and sustainable marketing performance, researchers noted that organizations still benefit from understanding changing consumer expectations and adapting quickly to sustainability trends.
The study provides important implications for businesses, especially micro, small, and medium enterprises (MSMEs), seeking to compete in sustainability-driven markets. Researchers recommend integrating environmental innovation with authentic digital communication strategies to strengthen green reputation and improve long-term marketing outcomes.
The findings contribute to growing discussions surrounding sustainable consumption, green branding, and the role of digital engagement in shaping environmentally responsible consumer behavior among younger generations.
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Integrative Model of Green Marketing: Product Innovation, Digital Strategy, and the Role of Brand Image Mediation in Gen Z Consumers
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