TRANSFORMASI IDENTITAS MEREK HIJAU: PERAN GREEN SELF-BRAND CONNECTION DALAM MEMBENTUK GREEN BRAND EVANGELISM PADA KONSUMEN LOCKNLOCK

Abstract

Growing environmental awareness does not automatically translate into consistent green consumption behavior, particularly amid rising skepticism toward corporate sustainability claims (greenwashing). This study examines the Green Brand Identity Transformation model, testing how Green Brand Authenticity, Green Product Innovation, and Sustainability Campaign Engagement influence Green Brand Evangelism, both directly and through the mediating role of Green Self-Brand Connection, grounded in Stimulus–Organism–Response (S-O-R) Theory. Data were collected from 150 LocknLock consumers in the Yogyakarta Urban Area and analyzed using Partial Least Square–Structural Equation Modeling (PLS-SEM) with SmartPLS. The results show that Sustainability Campaign Engagement significantly influences Green Brand Evangelism both directly and indirectly (partial mediation), while Green Product Innovation only influences Green Brand Evangelism indirectly through Green Self-Brand Connection (full mediation). Green Brand Authenticity shows no significant effect, either directly or indirectly. Green Self-Brand Connection emerges as the strongest and most consistent predictor of Green Brand Evangelism, confirming its central role as the organism variable bridging brand stimuli into consumer advocacy responses. These findings suggest that brands should prioritize sustainability campaign engagement and green product innovation strategies that strengthen consumers' personal connection to the brand, rather than relying on authenticity claims alone.