Green innovation and digital marketing shape sustainable brand success among Gen Z consumers
Bentham Science PublishersPeer-Reviewed Publication
Green product innovation and digital marketing are helping sustainable brands strengthen customer loyalty and long-term marketing performance among Generation Z consumers, according to a new study conducted in Bali. Researchers found that eco-friendly product innovation, transparent digital communication, and sustainability-focused branding significantly improve green brand image, which in turn drives sustainable marketing success.
The study revealed that Gen Z consumers value authenticity, environmental responsibility, and transparent sustainability practices when making purchasing decisions. Brands that actively communicate eco-friendly initiatives through social media and digital platforms are more likely to build trust, engagement, and emotional connections with younger consumers.
Researchers also found that green product innovation alone does not directly improve marketing performance unless consumers perceive the brand as genuinely environmentally responsible. The findings highlight the critical role of green brand image in transforming environmental innovation into stronger customer satisfaction, loyalty, advocacy, and repurchase intentions.
The study provides important insights for businesses and MSMEs seeking to compete in sustainability-driven markets by integrating green innovation with effective digital marketing strategies.