Integrating Green Marketing and CSR to Enhance Consumer Repurchase Intention: A Study on Wardah Cosmetics
Abstract
Increasing consumer concern of environmental and social issues requires brands to shift their focus beyond profit-making toward ethical values and sustainability. However, it remains unclear how ethical commitments specifically drive consistent repurchase intention in the highly competitive cosmetic industry. This study aims to analyze the effect of CSR and green marketing on repurchase intention, with brand image as a mediating variable among Wardah cosmetic consumers. A quantitative approach was employed bu collecting data through online questionnaires from 350 generation Z consumers of Wardah cosmetics. The data were then analyzed using PLS-SEM with SmartPLS. The results indicate that all hypotheses are significantly positive, proving that green marketing and CSR directly influence brand image and repurchase intention. Furthermore, the findings confirm that brand image’s role as mediator that strengthens the effect of green marketing and CSR on repurchase intention, indicating that sustainability initiatives strengthen consumers’ intention to repurchase through a positive brand image. The strongest total effect was found in the relationship between green marketing and brand image, indicating that environmental concern campaigns are effective in building brand image. These findings highlight the importance of integrating CSR, green marketing, and brand image to foster sustainable consumer repurchase intention.
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