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What is Green Brand Loyalty in Uniqlo Consumers about?

This study investigates the impact of green brand innovation, perceived value, and trust on brand loyalty among Uniqlo consumers in Pontianak, using green satisfaction as a mediating variable. Results indicate that green brand innovation and trust significantly enhance green satisfaction, while perceived value directly influences brand loyalty. However, green satisfaction does not mediate the relationship between these factors and brand loyalty, suggesting the need for brands to focus on consumer engagement

Author

Linh Chi

Language

EN