The Influence of Green Products and Green Prices on Loyalty and Sustainability through Consumer Satisfaction
DOI:
https://doi.org/10.54099/ijibr.v5i1.1543Keywords:
Green product , Green price , Consumer satisfaction , Customer loyalty , Environmental SustainabilityAbstract
This study aims to analyze the influence of green products and green prices on customer loyalty and sustainability with consumer satisfaction as a mediating variable. A quantitative approach was used by a survey method of 200 respondents of Sari Roti consumers in the Greater Jakarta area. The sampling technique is purposive sampling, and the data is analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) through SmartPLS 4.The results of the study show that green products and green prices have a significant positive effect on consumer satisfaction. Consumer satisfaction then has a significant positive effect on customer loyalty, which ultimately has a positive impact on sustainability. Consumer satisfaction has also been proven to mediate the relationship between green products and green prices on customer loyalty and sustainability. These findings provide practical implications that companies need to focus on eco-friendly product innovation and pricing that reflects sustainability values to build consumer satisfaction and loyalty in a sustainable manner.
References
Anggraini, F., & Budiarti, A. (2020). Pengaruh Harga, Promosi, dan Kualitas Pelayanan Terhadap Loyalitas Pelanggan Dimediasi Kepuasan Pelanggan Pada Konsumen Gojek. Jurnal Pendidikan Ekonomi (JUPE), 8(3), 86–94. https://doi.org/10.26740/jupe.v8n3.p86-94
Arifin, I. W., Harahap, H. H., & Rajagukguk, F. R. S. (2024). Pengaruh Teknik Green Marketing terhadap Loyalitas Konsumen pada Produk Ramah Lingkungan dengan Evaluasi Teknik Penetapan Harga Hijau (Green Pricing) sebagai Variabel Mediasi. Accounting Progress, 3(2), 123–132. https://doi.org/10.70021/ap.v3i2.198
Astuti, M. D., Astuti, M., & Sholihah, D. R. (2021). Pengaruh 4P Green Marketing Mix Terhadap Kepuasan Pelanggan Bloomka Skincare. Prosiding SENAPENMAS, 1311. https://doi.org/10.24912/psenapenmas.v0i0.15204
Aswar, N. F. (2025). PENGARUH GREEN PRICING DAN GREEN KNOWLEDGE TERHADAP PURCHASE DECISIONS GREEN PRODUCT EIGER MELALUI GREEN TRUST. Journal of Innovation Research and Knowledge, 4(8), 1–14. https://bajangjournal.com/index.php/JIRK/article/view/9961%0A
Bhaswara, Y. B., & Patrikha, F. D. (2021). Pengaruh Green Marketing dan Brand Image Terhadap Loyalitas Konsumen. Akuntabel, 18(3), 603–612. https://doi.org/https://doi.org/10.30872/jakt.v18i3.9991
Bhattacherjee, A. (2012). Social Science Research: Principles, Methods, and Practices (Vol. 3). University of South. https://doi.org/https://doi.org/10.1351/pac198961091657
Dangelico, R. M., & Vocalelli, D. (2017). Green Marketing”: An analysis of definitions, strategy steps, and tools through a systematic review of the literature. Journal of Cleaner Production, 165, 1263–1279. https://doi.org/https://doi.org/10.1016/j.jclepro.2017.07.184
Dehghani, R. G., Karimi, F., & Ghorbani Dinani, H. (2021). Customer Lifetime Value of Supplementary Health Insurance: An Analytical Model. Evidence Based Health Policy, Management and Economics, 5(4), 267–275. https://doi.org/10.18502/jebhpme.v5i4.8162
Fadhli, K., & Pratiwi, N. D. (2021). Pengaruh Digital Marketing, Kualitas Produk, dan Emosional Terhadap Kepuasan Konsumen Poskopi Zio Jombang. Jurnal Inovasi Penelitian, 2(2), 603–612.
Firmansyah, F., Purnamasari, P. E., Sari, D. K., & Wibowo, A. (2023). Influence of Green Marketing on Consumer Satisfaction and Sustainability through Purchase Decision. International Journal of Applied Business and International Management (IJABIM, 8(1), 56–67.
Gomes, S., Lopes, J. M., & Nogueira, S. (2023). Willingness to pay more for green products: A critical challenge for Gen Z. Journal of Cleaner Production, 390(July 2022). https://doi.org/10.1016/j.jclepro.2023.136092
Handoko, D. N., Yustini W, R., & Atanasius, S. S. (2025). Eco-Friendly Packaging: Impact on Consumer Purchase Intentions at McDonald’s Semarang through Satisfaction and Brand Trust. Jurnal Ekonomi, Manajemen Akuntansi Dan Perpajakan (Jemap), 7(2), 417–447. https://doi.org/10.24167/jemap.v7i2.12549
Hariadi, S., Moengin, P., & Maulidya, R. (2023). Impact of green practices through green product and service innovation: sustainable product-service system performance model. International Journal of Sustainable Engineering, 16(1), 1–15. https://doi.org/10.1080/19397038.2023.2205873
Harto, B., Rukmana, A. Y., Sulistianingsih, Parlina, L., & Reniawati, D. (2024). Implementasi Transformasi Digital Sebagai Pendorong Efektivitas Green Marketing Untuk UMKM Desa Jayagiri Lembang. Jurnal Pengabdian Masyarakat: Pemberdayaan, Inovasi Dan Perubahan, 4(5), 52–59. https://doi.org/10.59818/jpm.v4i5.793
Hasman, H. C. P., Lubis, S. M., Salqaura, S. A., Alfifto, & Amelia, R. W. (2024). Pengaruh Green Place Dan Green Promotion Terhadap Keputusan Pembelian Produk Wikstea Pada Mahasiswa Fakultas Kehutanan Universitas Sumatera Utara. Eqien - Jurnal Ekonomi Dan Bisnis, 13(01), 14–23. https://doi.org/https://doi.org/10.31955/mea.v8i1.3698
Hayu, R. S. (2014). The Influence Of Satisfaction, Trust And Price Of Consumer Loyalty On Green Product (Case In Kandang Village Society Of Bengkulu City, Which Have Been Using Energy Saving Lighting Products). Managament Insight: Jurnal Ilmiah Manajemen, 9(1), 30–44. https://doi.org/10.33369/insight.9.1.30-44
Khalufi, N. A. M., Sheikh, R. A., Khan, S. M. F. A., & Onn, C. W. (2025). Evaluating the Impact of Sustainability Practices on Customer Relationship Quality: An SEM-PLS Approach to Align with SDG. Sustainability (Switzerland), 17(2). https://doi.org/10.3390/su17020798
Khasanah, E. N., & Suprapti, E. (2025). Analisis Preferensi Konsumen terhadap Produk Ramah Lingkungan: Studi Kasus di Sektor Ritel. Prosiding Seminar Nasional Manajemen, 4(1), 468–474. http://openjournal.unpam.ac.id/index.php/PSM/index
Komalasari, S. (2025). Pengaruh Efisiensi Operasional, Kualitas Produk, Dan Kepuasan Konsumen Terhadap Strategi Berkelanjutan. Jurnal Greenation Ilmu Teknik, 2(2), 103–110. https://doi.org/10.38035/jgit.v2i2.267
Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
Maharani, A. P., & Anggrainie, N. (2024). Pengaruh Green Product, Customer Experience, dan Store Atmosphere terhadap Kepuasan Konsumen Melalui Keputusan Pembelian sebagai Variabel Intervening pada Kopi Janji Jiwa di Jakarta. Lokawati : Jurnal Penelitian Manajemen Dan Inovasi Riset, 2(5), 218–232. https://doi.org/10.61132/lokawati.v2i5.1197
Marcon, A., Ribeiro, J. L. D., Dangelico, R. M., Medeiros, J. F. de, & Marcon, É. (2022). Exploring green product attributes and their effect on consumer behaviour: A systematic review. Sustainable Production and Consumption, 32, 76–91. https://doi.org/https://doi.org/10.1016/j.spc.2022.04.012
Marpaung, E. I., Setiana, S., & Wijaya, A.-. (2024). Green Innovation, Sustainable Competitive Advantage Dan Sustainability Performance. Jurnal Akuntansi, Keuangan, Pajak Dan Informasi (JAKPI), 4(2), 72–89. https://doi.org/10.32509/jakpi.v4i2.4627
Mekaniwati, A. (2018). Analisis Kepuasan dan Loyalias Konsumen Roti Unyil Venus di Bogor. Jurnal Ilmiah Manajemen Kesatuan, 5(2), 080–090. https://doi.org/10.37641/jimkes.v5i2.72
Mohammadi, E., Barzegar, M. M., & Nohekhan, M. (2023). The Green Advantage: Analyzing the Effects of Eco-Friendly Marketing on Consumer Loyalty Erfan Mohammadi Faculty of Entrepreneurship, University of Tehran, Tehran, Iran. Cornell University, 1–12. https://doi.org/https://doi.org/10.48550/arXiv.2312.16698
Nguyen, K. M., Dinh, L. T. K., Ngo, T. T., Phan, T. T. T., Nguyen, P. D. H., Tran, H. P. M., & Nguyen, N. T. (2025). The Impact of 7Ps Green Marketing Mix on Customer Commitment and Willingness to Pay a Premium Price: Evidence from Vietnam. Journal of Promotion Management, 31(4), 578–619. https://doi.org/10.1080/10496491.2025.2484712
Novela, S., Novita, & Hansopaheluwakan, S. (2018). Analysis of Green Marketing Mix Effect on Customer Satisfaction using 7p Approach. Pertanika Journal of Social Sciences & Humanities. https://openurl.ebsco.com/EPDB%3Agcd%3A4%3A10779460/detailv2?sid=ebsco%3Aplink%3Ascholar&id=ebsco%3Agcd%3A134081841&crl=c&link_origin=scholar.google.com
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer (2nd ed.). Routledge.
Ottman, J. A. (2017). The New Rules of Green Marketing: Strategies, Tools, and Inspiration for Sustainable Branding. Berrett-Koehler Publishers.
Peattie, K. (2001). Golden Goose or Wild Goose? The Hunt for the Green Consumer. Business Strategy and the Environment, 10(4), 187–199. https://doi.org/http://dx.doi.org/10.1002/bse.292
Peattie, K., & Belz, F.-M. (2010). Sustainability marketing — An innovative conception of marketing. Marketing Review St Gallen, 27(5), 8–15. https://doi.org/http://dx.doi.org/10.1007/s11621-010-0085-7
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141, 385–393. https://doi.org/https://doi.org/10.1016/j.jclepro.2016.09.116
Sah, G. K. (2025). Effects of Green Marketing Mix on Customer Satisfaction. Khwopa Journal, 7(1), 73–81. https://doi.org/https://doi.org/10.3126/kjour.v7i1.80146
Salsabilla, A., & Isharini, D. (2024). Green brand image dan loyalitas. Jurnal Ekonomi Dan Bisnis.
Saputra, P. (2024). PEMBAGIAN KERJA PADA KELURAHAN DERINGO DI KECAMATAN CITANGKIL KOTA CILEGON. Skripsi(S1) thesis, FISIP UNPAS.
Sari, R. A., & Ali, H. (2025). Pengaruh Strategi Promosi, Loyalitas Pelanggan dan Diferensiasi Produk terhadap Keberlanjutan Bisnis. Jurnal Greenation Sosial Dan Politik, 2(4), 178–185. https://doi.org/10.38035/jgsp.v2i4.236
Sharma, A., Gupta, J., Gera, L., Sati, M., & Sharma, S. (2020). Relationship Between Customer Satisfaction and Loyalty. Social Science Research Network, 371–383. https://doi.org/https://dx.doi.org/10.2139/ssrn.3913161
Shih, I. T., Silalahi, A. D. K., Baljir, K., & Jargalsaikhan, S. (2024). Exploring the impact of perceived sustainability on customer satisfaction and the mediating role of perceived value. Cogent Business and Management, 11(1). https://doi.org/10.1080/23311975.2024.2431647
Singh, K. J., Rastogi, T., & Nayan, R. (2024). The Role of Sustainability in Building Customer Loyalty and Satisfaction: Examining the Mediating Impact of Trust in the Banking Sector. Journal of Commerce and Accounting Research, 13(2), 18–26.
Statista. (2025). Bread & Cereal Products - Indonesia. Statista. https://www.statista.com/outlook/cmo/food/bread-cereal-products/indonesia
Suki, N. M. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/https://doi.org/10.1108/BFJ-06-2016-0295
Wardani, S. H. P., & Ratnawati, K. (2024). GREEN PERCEIVED VALUE, GREEN SATISFACTION, GREEN TRUST TOWARDS UNILEVER CONSUMER GREEN LOYALTY. Strategic Management Business Journal, 4(02). https://doi.org/http://dx.doi.org/10.55751/smbj.v4i02.107
Wijaya, E. (2023). Pengaruh produk hijau terhadap loyalitas konsumen. Jurnal Ilmu Manajemen Indonesia.
Yachya, R. J., & Marka, M. M. (2023). Journal of Applied Management Research The Influence of Green Products and Green Prices on Customer Satisfaction through Purchasing Decisions as an Intervening Variable. Journal of Applied Management Research, 3(2), 71–77. https://doi.org/http://dx.doi.org/10.36441/jamr
Yuniati, N., Priyanto, S. H., Suharti, L., & Kusuma, L. (2020). Loyalty of Green Tourist : Mediating Role of Satisfaction. E-Journal of Tourism, 7(1), 129. https://doi.org/10.24922/eot.v7i1.54951
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Candra Hasbiawan, Sonny Indrajaya
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
