GREEN MARKETING, CORPORATE SOCIAL RESPONSIBILITY, AND E-COMMERCE ADOPTION: THEIR INFLUENCE ON BRAND TRUST AND CUSTOMER LOYALTY IN INDONESIAN RETAIL BUSINESSES

Harimurti Wulandjani; Azijah Tussolihah Siregar; Erna Nur Faizah; Adi Lukman Hakim; Nafiz Annas

doi:10.53363/buss.v5i3.475

Authors

Harimurti Wulandjani Universitas Pancasila
Azijah Tussolihah Siregar Universitas Muhammadiyah Tapanuli Selatan
Erna Nur Faizah Universitas Muhammadiyah Lamongan
Adi Lukman Hakim Universitas Muhammadiyah Lamongan
Nafiz Annas Politeknik PGRI Banten

DOI:

https://doi.org/10.53363/buss.v5i3.475

Keywords:

: Green Marketing, Corporate Social Responsibility, E-Commerce Adoption, Brand Trust, Customer Loyalty

Abstract

This study investigates the influence of green marketing, corporate social responsibility (CSR), and e-commerce adoption on brand trust and customer loyalty in Indonesian retail businesses. Using a quantitative approach, data were collected from 150 respondents through a five-point Likert scale questionnaire. Structural Equation Modeling – Partial Least Squares (SEM-PLS 3) was employed to analyze the relationships among the variables. The results show that green marketing, CSR, and e-commerce adoption significantly and positively affect brand trust, which in turn positively influences customer loyalty. Additionally, brand trust partially mediates the relationship between these independent variables and customer loyalty, highlighting its crucial role in fostering long-term consumer relationships. These findings provide practical insights for retail businesses in Indonesia to enhance sustainability initiatives, socially responsible practices, and digital adoption to strengthen consumer trust and loyalty.

Downloads

Download data is not yet available.

References

Aditya, A. F. A. F., Leniwati, D., Prasetyo, A., Juanda, A., Afrizal, F., & Jati, A. W. (2024). Sustainable strive: Holistic exploration of CSR through economic, environmental, and social lenses. Kompartemen: Jurnal Ilmiah Akuntansi, 22(2), 273–286.

Agu, E. E., Iyelolu, T. V., Idemudia, C., & Ijomah, T. I. (2024). Exploring the relationship between sustainable business practices and increased brand loyalty. International Journal of Management & Entrepreneurship Research, 6(8), 2463–2475.

Agustin, A. T., Al Hafidz, M. Z., Susanti, S., & Sanjaya, V. F. (2024). Inovasi Model Bisnis Platform untuk Meningkatkan Keunggulan Kompetitif Teknologi Digital di Industri E-Commerce Indonesia: Studi Kasus UMKM. Labs: Jurnal Bisnis Dan Manajemen, 29(4), 19–24.

Askaria, A. O., & Arief, M. (2021). Peran green marketing terhadap minat beli melalui kepercayaan merek (Studi pada produk Love Beauty and Planet). Jurnal Kajian Ilmu Manajemen, 1(4).

Aslam, W., Hussain, A., Farhat, K., & Arif, I. (2020). Underlying factors influencing consumers’ trust and loyalty in E-commerce. Business Perspectives and Research, 8(2), 186–204.

Bachtiar, M., Panji, K. A. R., Sufa, S. A., Amani, S. Z., & Mayangsari, A. (2024). Lifestyle Dynamics and Purchasing Pattern Transformation: Significant Shifts in Indonesian Society Post-Pandemic. Journal of Business Management and Economic Development, 2(02), 553–567.

Begum, N., Chowdhury, R., Khan, W., & Sazzad, S. A. (2022). Sustainable Merchandising: Integrating Eco-Friendly Practices in Retail Product Presentation. Pathfinder of Research, 3(1), 1–12.

Bibb, S., & Kourdi, J. (2004). Building customer trust. In Trust Matters: For Organisational and Personal Success (pp. 87–105). Springer.

BUDAHARINI, I. D. A. A. Y. U. P. (2022). PENGARUH KUALITAS LAYANAN DAN KEPUASAN PELANGGAN TERHADAP LOYALITAS PELANGGAN DENGAN KEPERCAYAAN PELANGGAN SEBAGAI VARIABEL INTERVENING PADA CV POWER HEARING BALI. Universitas Mahasaraswati Denpasar.

Budiyanti, T. (2023). THE EFFECT OF TRUST ON LOYALTY MEDIATED BY CUSTOMER SATISFACTION AND COMMITMENT. Journal Research of Social Science, Economics & Management, 3(5).

Chow, S., & Holden, R. (1997). Toward an understanding of loyalty: the moderating role of trust. Journal of Managerial Issues, 275–298.

Dandona, M., Ali, S. I., & Jabbar, A. (2022). A Review of Omni-Channel and Advanced Technologies for Enhancing Customer Experience in the Retail Sector. Driving Transformative Change in E-Business Through Applied Intelligence and Emerging Technologies, 74–99.

Das, S., Kanwal, N. D. S., Patro, U. S., Panda, T., Pani, D., & Badawy, H. R. H. (2024). Impact of Green Marketing on Consumer Behavior: An Investigation Towards Purchasing Decisions, Loyalty, and Willingness to Pay a Premium Price. In Driving Green Marketing in Fashion and Retail (pp. 50–62). IGI Global Scientific Publishing.

Dhamale, V., & Singh, M. (2025). Integrating Digitalization and eco-friendly vehicles to achieve Sustainable development goals in PKS Jakelu Oy: Opportunities and challenges.

Felix, A., & Rembulan, G. D. (2023). Analysis of key factors for improved customer experience, engagement, and loyalty in the e-commerce industry in indonesia. Aptisi Transactions on Technopreneurship (ATT), 5(2sp), 196–208.

Hwang, J. (2024). Green Marketing and Consumer Attitude. Open Access Research Journal of Multidisciplinary Studies, 8 (2), 76–84.

Iqbal, A. (2021). Analisis Peran Corporate Social Responsibility terhadap Aspek Sosial, Ekonomi, dan Lingkungan pada Industri Ritel. JIA (Jurnal Ilmiah Akuntansi), 22–36.

Isaacs, S. M. (2015). Consumer perceptions of eco-friendly products. Walden University.

Islam, S. (2024). Impact of online payment systems on customer trust and loyalty in E-commerce analyzing security and convenience. Available at SSRN 5064838.

Kanchana, P. (2024). Green marketing in the age of sustainability: consumer perceptions and brand strategy. Nanotechnol. Percept, 20, 154–163.

Khadilkar, A. S. (2020). Corporate social responsibility. Corporate Social Responsibility, 135–144.

LINE, T. B. (2022). of INDAM 2022 of INDAM 2022. Indian Institute of Management Rohtak.

Nwafor, G. O., & Umebali, E. E. (2025). Determining green marketing practices and satisfaction of members of marketing cooperative societies in Awka South Local Government Area, Anambra State, Nigeria. Journal of Global Accounting, 11(1), 29–45.

Patidar, M., & Patidar, S. (n.d.). Study the Role of Green Marketing on building Brand Trust and Brand Loyalty.

Popa, I., Nicolescu, L., ?tefan, S. C., & Popa, ?tefan C. (2022). The effects of corporate social responsibility (CSR) on consumer behaviour in online commerce: the case of cosmetics during the COVID-19 pandemics. Electronics, 11(15), 2442.

Prasetiawan, W. E., Supriadi, B., Sugito, P., & Arsedi, B. S. (2024). The Role of Trust and Word of Mouth as Mediating Variables in Building Customer Loyalty. KnE Social Sciences.

Qatrunnada, V., & Hidayah, R. T. (2025). THE INFLUENCE OF SOCIAL MEDIA ACTIVITIES ON BRAND LOYALTY OF KOPI KENANGAN MEDIATED BY INTENTION OF CONTINUED USAGE INTENTIONS. Multidisciplinary Indonesian Center Journal (MICJO), 2(3), 3447–3463.

Rahmansyah, A., Fairuuz, M. Y., & Yahya, N. (2024). Revitalising Retail: Unveiling the Transformative Power of Ethical Supply Chain Management in the Indonesian Market. International Journal of Research and Innovation in Social Science, 8(12), 3280–3289.

Saiful, S. (2022). THE EFFECT OF BRAND TRUST, BRAND IDENTIFICATION AND BRAND COMMITMENT ON BRAND LOYALTY OF SHOES SPORTS.

Sasirekha, V., Praseeda, C., Rani, N. M., Catherine, S., Kalaivani, M., Suganya, V., & Kiruthiga, V. (n.d.). Reinventing Business Practices, Start-Ups, & Sustainability. Archers & Elevators Publishing House.

Schramm-Klein, H., Zentes, J., Steinmann, S., Swoboda, B., & Morschett, D. (2016). Retailer corporate social responsibility is relevant to consumer behavior. Business & Society, 55(4), 550–575.

Setiawan, S., Susan, M., & Istiharini, I. (2024). Navigating e-commerce loyalty: The role of e-brand experience and mediating factors in Indonesian millennial consumers. Aptisi Transactions on Technopreneurship (ATT), 6(3), 357–368.

Sharma, A., & Paudel, P. K. (2018). Determinants of green brand trust and the mediating role of green brand satisfaction. The International Research Journal of Management Science, 3, 1–24.

Shiau, W., Hsu, P., & Wang, J. (2009). Development of measures to assess the ERP adoption of small and medium enterprises. Journal of Enterprise Information Management, 22(1/2), 99–118.

Siamanjuntak, K. W., & Cuandra, F. (2023). An Analysis of Factors Affecting Brand Loyalty to E-Commerce Users Mediated by Brand Trust. Kawanua International Journal of Multicultural Studies, 4(1), 75–82.

Sifa, A., Masruroh, I., Zulfa, M. A., Fitriani, S. N., & Aprianto, N. E. K. (2024). Transformasi Digital E-Commerce Dalam Menguasai Kosentrasi Pasar di Indonesia. Jurnal Ilmiah Ekonomi Dan Manajemen, 2(12), 405–413.

Sitasi, C. (2024). PERUBAHAN KEBIASAAN BELANJA MASYARAKAT INDONESIA DI ERA DIGITAL: PELUANG DAN TANTANGAN EKONOMI Fatun.

Srivastava, V. K. (2024). Impact of Corporate Social Responsibility (CSR) initiatives on brand reputation: A study on how CSR activities enhance brand reputation and consumer loyalty in the context of sustainable marketing practices.

Suganya, B., & Reepthiga, M. R. (n.d.). A STUDY ON THE IMPACT OF GREEN BANKING PRACTICES ON REDUCING ENVIRONMENTAL RISKS. EMPOWERING WOMEN, 565.

Taneja, S., Shukla, R. P., & Singh, A. (2024). Embracing Digital Transformation: A Paradigm Shift in Business Operations and Strategies. In Innovative Technologies for Increasing Service Productivity (pp. 83–93). IGI Global Scientific Publishing.

Temirova, F. (2024). SOCIAL RESPONSIBILITY OF COMPANIES AND ITS IMPACT ON THE BRAND. European International Journal of Multidisciplinary Research and Management Studies, 4(04), 223–229.

Tulong, M. P., Tataung, J. C., Manobi, N. C. G., Rumbajan, S. M. S., & Nongko, L. A. (2024). The Influence of E-Commerce Technology Implementation on Business Development in the Digital Era. Jurnal Syntax Admiration, 5(11), 5092–5098.

Wilson, G., Brown, W., & Johnson, O. (2024). Technological Innovations and Their Effect on Retail Marketing Effectiveness.