Sustainable Branding Strategies: The Role of Ecopreneurship in Green Marketing and Consumer Loyalty

Arthur Simanjuntak; Zabenaso Queen; Rizki Galang Rahmadan; Henry Henry

doi:10.33050/sabda.v4i2.871

Issue

Vol. 4 No. 2 (2025): Startupreneur Business Digital (SABDA)

Issue Published : September 12, 2025

Sustainable Branding Strategies: The Role of Ecopreneurship in Green Marketing and Consumer Loyalty

https://doi.org/10.33050/sabda.v4i2.871

Arthur Simanjuntak

Methodist University of Indonesia

https://orcid.org/0000-0003-2821-6324

Zabenaso Queen

Mfinitee Incorporation

https://orcid.org/0009-0003-0763-9931

Rizki Galang Rahmadan

Diponegoro University

https://orcid.org/0009-0009-6794-9476

Henry Henry

STIE PMCI

https://orcid.org/0000-0002-0036-1389

Corresponding Author(s) : Arthur Simanjuntak

smjt@rocketmail.com

Startupreneur Business Digital (SABDA Journal), Vol. 4 No. 2 (2025): Startupreneur Business Digital (SABDA)
Article Published : October 15, 2024

Abstract

In an era of increasing environmental awareness, consumers are not only concerned with product quality but also with the sustainability values embedded in a brand. Ecopreneurship, as an environmentally driven entrepreneurial approach, plays a crucial role in shaping sustainable branding strategies through the implementation of green marketing. This study aims to analyze the influence of ecopreneurship on sustainable branding and its impact on consumer loyalty. The main research problem addressed is how ecopreneurial practices and green marketing contribute to building consumer loyalty within environmentally conscious brands. A quantitative research method was employed, using a structured questionnaire distributed to 150 respondents who are consumers of eco-friendly products. Data were analyzed using SmartPLS 4 through the Partial Least Squares Structural Equation Modeling (PLS-SEM) approach. The findings indicate that ecopreneurship significantly influences the implementation of green marketing strategies, which in turn positively affects brand image and consumer loyalty. Branding strategies that integrate sustainability values were found to foster emotional engagement, enhance consumer trust, and encourage repeat purchase behavior. The study concludes that ecopreneurship plays a vital role in developing a sustainable competitive advantage through environmentally focused branding. The practical implications suggest that businesses should holistically adopt sustainability principles in their branding communications to strengthen market positioning and foster longterm consumer loyalty.

Keywords

Ecopreneurship Sustainable Branding Green Marketing Consumer Loyalty

Simanjuntak, A., Queen, Z., Rahmadan, R. G., & Henry, H. (2024). Sustainable Branding Strategies: The Role of Ecopreneurship in Green Marketing and Consumer Loyalty. Startupreneur Business Digital (SABDA Journal), 4(2), 165−173. https://doi.org/10.33050/sabda.v4i2.871

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References

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E. Sediyono, K. D. Hartomo, C. Arthur, I. Utami, R. Prabowo, and R. Chiong, “An integrated frame- work for multi-commodity agricultural price forecasting and anomaly detection using attention-boosted models,” Journal of Agriculture and Food Research, p. 102021, 2025.
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W. Hadikurniawati, K. D. Hartomo, and I. Sembiring, “Spatial clustering of child malnutrition in central java: A comparative analysis using k-means and dbscan,” in 2023 International Conference on Modeling & E-Information Research, Artificial Learning and Digital Applications (ICMERALDA). IEEE, 2023, pp. 242–247.
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References

M. Omidvar, M. G. Confetto, and M. Palazzo, “Business model innovation: A bridge between corporate social responsibility and successful performance for medium-size enterprises (smes) in the digital era,” Systems, vol. 13, no. 5, p. 378, 2025.

F. Wang, J. Gu, and A. Liu, “Leveraging structural it capabilities to promote novelty and efficiency in business model design: A knowledge-based view,” Information & Management, vol. 62, no. 2, p. 104090, 2025.

C. Chijioke-Okoro, “Effect of corporate sustainability practices on customer loyalty: A study of the nigerian retail banking sector,” 2024

B. Prabawa, A. Z. Majid, B. Hugo, A. B. Nandya, S. E. Wicaksono, P. Aditia, and A. M. Prajana, “Business model innovation and brand strengthening at artarindo insurance. a case study of how design is applied at the strategic level,” KnE Social Sciences, vol. 10, no. 1, pp. 84–90, 2025.

J. Yang, X. Zhang, and Y. Pei, “Digital transformation of the business models of chinese sporting goods enterprises in the post-covid-19 era: a knowledge-management perspective,” Journal of Knowledge Management, vol. 29, no. 3, pp. 723–734, 2025.

C. Y. Pacubas, L. T. Lucero Jr, N. R. Umpar, K. L. Armas et al., “Enabling digital servitization in philippine manufacturing: A business model innovation framework for msmes in the industry 4.0 era,” Edel- weiss Applied Science and Technology, vol. 9, no. 5, pp. 457–465, 2025.

C. Duan, “Thematic evolution, emerging trends for sharing economy business model research, and future research directions in the post-covid-19 era,” R&D Management, vol. 54, no. 5, pp. 1104–1130, 2024.

A. Ruangkanjanases, A. Khan, O. Sivarak, U. Rahardja, and S.-C. Chen, “Modeling the consumers’ flow experience in e-commerce: The integration of ecm and tam with the antecedents of flow experience,” SAGE Open, vol. 14, no. 2, p. 21582440241258595, 2024.

M. N. Mondra and N. A. Rakhmawati, “Analysis of market potential and business model of establishment of automotive parts startup in the digital era with the lean startup method,” in 2024 International Conference of Adisutjipto on Aerospace Electrical Engineering and Informatics (ICAAEEI). IEEE, 2024, pp. 1–6.

G. A. Pangilinan, S. Audiah, M. R. Shauqy, and O. F. P. Wahyudi, “Entrepreneurial marketing mindset as a determining factor for digital startup success,” Startupreneur Business Digital (SABDA Journal), vol. 4, no. 1, pp. 34–46, 2025.

A. Alwiyah and N. Lyraa, “The role of innovation in the success of modern startupreneurs,” Startupreneur Business Digital (SABDA Journal), vol. 3, no. 2, pp. 98–106, 2024.

T. Mariyanti, I. Wijaya, C. Lukita, S. Setiawan, and E. Fletcher, “Ethical framework for artificial intelligence and urban sustainability,” Blockchain Frontier Technology, vol. 4, no. 2, pp. 98–108, 2025.

G. Qiao, Y. Li, and A. Hong, “The strategic role of digital transformation: Leveraging digital leadership to enhance employee performance and organizational commitment in the digital era,” Systems, vol. 12, no. 11, p. 457, 2024.

M. Plechero, E. Santini, and G. Cor`o, “Through firms’ eyes: How manufacturing smes define their technological spaces and trajectories in the digital era,” Available at SSRN 5170326.

A. Braik, Y. Saleh, and A. A. Jaaron, “Green marketing practices and organizational sustainable performance in developing countries context: an empirical study,” Journal of Foodservice Business Research, vol. 27, no. 6, pp. 769–809, 2024.

R. Aprianto, C. Lukita, A. Sutarman, R. A. Sunarjo, R. N. Muti, and E. Dolan, “Facing global dynamics with effective strategy: A tasted organizational change management approach,” International Journal of Cyber and IT Service Management, vol. 5, no. 1, pp. 1–11, 2025.

J. Seo, C.-S. Kim, B.-S. Kim, and S. Park, “Customers’ behavioral intentions in relation to sustainable green marketing activities in hotels,” Sage Open, vol. 14, no. 2, p. 21582440241247655, 2024.

Q. Aini, D. Manongga, U. Rahardja, I. Sembiring, and Y.-M. Li, “Understanding behavioral intention to use of air quality monitoring solutions with emphasis on technology readiness,” International Journal of Human–Computer Interaction, pp. 1–21, 2024.

E. Sediyono, K. D. Hartomo, C. Arthur, I. Utami, R. Prabowo, and R. Chiong, “An integrated frame- work for multi-commodity agricultural price forecasting and anomaly detection using attention-boosted models,” Journal of Agriculture and Food Research, p. 102021, 2025.

A. A. Zawawi, T. Mariyanti, and S. N. Sari, “Factors that influence the intention of the millennial community to do waqf with a modification of theory planned behavior approach,” APTISI Transactions on Management, vol. 7, no. 1, pp. 42–53, 2023.

E. E. Agu, T. V. Iyelolu, C. Idemudia, and T. I. Ijomah, “Exploring the relationship between sustainable business practices and increased brand loyalty,” International Journal of Management & Entrepreneurship Research, vol. 6, no. 8, pp. 2463–2475, 2024.

N. Wattimena, K. D. Hartomo, and H. Hong, “User satisfaction analysis using a combination of end user computing satisfaction and servqual on the maluku province kemenag website,” JURNAL INFOTEL, vol. 17, no. 1, pp. 150–178, 2025.

C. Davis, T. Bush, and S. Wood, “Artificial intelligence in education: Enhancing learning experiences through personalized adaptation,” International Journal of Cyber and IT Service Management, vol. 4, no. 1, pp. 26–32, 2024.

D. S. S. Wuisan, R. A. Sunardjo, Q. Aini, N. A. Yusuf, and U. Rahardja, “Integrating artificial intelligence in human resource management: A smartpls approach for entrepreneurial success,” Aptisi Transactions on Technopreneurship (ATT), vol. 5, no. 3, pp. 334–345, 2023.

A. A. Safeer and H. Liu, “Role of corporate social responsibility authenticity in developing perceived brand loyalty: a consumer perceptions paradigm,” Journal of Product & Brand Management, vol. 32, no. 2, pp. 330–342, 2023.

O. Iglesias, S. Markovic, M. Bagherzadeh, and J. J. Singh, “Co-creation: A key link between corporate social responsibility, customer trust, and customer loyalty,” Journal of business ethics, vol. 163, no. 1, pp. 151–166, 2020.

B. Ahmed, H. Abdelkader, A. Naeem, and B. Benamar, “The effect of green marketing motivation factors on consumers’purchase intention through the mediating role of green brand trust to counter greenwashing.” Economy of Ukraine, vol. 67, no. 10, 2024.

R. Budiman, N. A. Romadini, M. A. H. Aziz, and A. G. Pratama, “The impact of online gambling among indonesian teens and technology,” IAIC Transactions on Sustainable Digital Innovation (ITSDI), vol. 3, no. 2, pp. 162–167, 2022.

K. Mazayo, S. Agustina, and R. Asri, “Application of digital technology risk management models in banking institutions reflecting the digital transformation of indonesian banking blueprint,” International Journal of Cyber and IT Service Management, vol. 3, no. 2, pp. 130–143, 2023.

W. Hadikurniawati, K. D. Hartomo, and I. Sembiring, “Spatial clustering of child malnutrition in central java: A comparative analysis using k-means and dbscan,” in 2023 International Conference on Modeling & E-Information Research, Artificial Learning and Digital Applications (ICMERALDA). IEEE, 2023, pp. 242–247.

K. Dai, I. L. Kawaki, and L. D. Sakti, “Mit igation of cyber security risk threats during the covid-19 pandemic,” International Journal of Cyber and IT Service Management, vol. 3, no. 2, pp. 107–119, 2023.

K. Kano, L. K. Choi, B. subhan Riza, and R. D. Octavyra, “Implications of digital marketing strategy the competitive advantages of small businesses in indonesia,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 1, pp. 44–62, 2022.

U. Javed, M. A. Rashid, G. Hussain, and S. Shafique, “Consumers’ perception of green brand attributes and its outcomes: a sustainable perspective,” Journal of Environmental Planning and Management, vol. 67, no. 8, pp. 1655–1677, 2024.

V. Meilinda, S. A. Anjani, and M. Ridwan, “A platform based business revolution activates indonesia’s digital economy,” Startupreneur Business Digital (SABDA Journal), vol. 2, no. 2, pp. 155–174, 2023.

R. Arhinful, L. Mensah, H. I. M. Amin, H. A. Obeng, and B. A. Gyamfi, “The strategic role of sustainable finance in corporate reputation: A signaling theory perspective,” Sustainability, vol. 17, no. 11, p. 5002, 2025.

S. Jesika, W. Pratiwi, S. A. Albadry, S. Rusnaini et al., “Green business practices and consumer behavior in jambi, indonesia: An empirical investigation,” Enigma in Economics, vol. 2, no. 2, pp. 97–109, 2024.

B. Huda, E. Sediyono, K. D. Hartomo, I. Sembiring, A. Fauzi, and A. L. Hananto, “Evaluation quality of e-learning x using iso/iec 25010 framework and design thinking approach,” in 2023 6th International Conference on Information and Communications Technology (ICOIACT). IEEE, 2023, pp. 114–119.

U. Rahardja, “Social media analysis as a marketing strategy in online marketing business,” Startupreneur Business Digital (SABDA Journal), vol. 1, no. 2, pp. 176–182, 2022.

W. A. Watto, M. Abubakar, R. Kouser, A. Quddus, and M. Fayaz, “Green supply chain management practices and sustainable firm performance via green dynamic capacity and green entrepreneurial orientation (geo) mediation of green innovation,” International Journal of Innovation Science, 2025.

M. A. Raji, H. B. Olodo, T. T. Oke, W. A. Addy, O. C. Ofodile, and A. T. Oyewole, “E-commerce and consumer behavior: A review of ai-powered personalization and market trends,” GSC advanced research and reviews, vol. 18, no. 3, pp. 066–077, 2024.

C. O. Esangbedo, Y. Chang, and M. M. Hasan, “Unlocking eco-friendly market success: the cac approach to green marketing, green expertise, and green purchase behaviour,” Italian Journal of Marketing, vol. 2025, no. 3, pp. 267–291, 2025.

U. Unal, R. B. Ba˘gcı, and M. Tas¸c¸ıo˘glu, “Multidimensional customer experience in the sustainability context,” Management Decision, 2025.

A. Coelho, J. Ferreira, and C. Proenc¸a, “The impact of green entrepreneurial orientation on sustainability performance through the effects of green product and process innovation: The moderating role of ambidexterity,” Business strategy and the Environment, vol. 33, no. 4, pp. 3184–3202, 2024.

M. E. Al Khazraje, “The role of adopting green strategies in the development of eco-friendly products,” Management Research and Practice, vol. 16, no. 3, pp. 71–83, 2024.

Issue

Vol. 4 No. 2 (2025): Startupreneur Business Digital (SABDA)

Sustainable Branding Strategies: The Role of Ecopreneurship in Green Marketing and Consumer Loyalty

Corresponding Author(s) : Arthur Simanjuntak

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