The Influence of Green Product and Green Promotion on Brand Attitude and Brand Loyalty of Arei Outdoor Gear: a Sustainable Value Creation Perspective in Local Industry

Abstract

The growing global demand for environmentally responsible products has positioned green marketing as a critical driver of sustainable value creation within local industrial sectors. In the context of Indonesia's outdoor gear industry, domestic brands face intensifying competitive pressure from international players, necessitating strategic differentiation through sustainability-oriented practices. This study examines the influence of green product and green promotion on brand attitude and brand loyalty of Arei Outdoor Gear, a local Indonesian outdoor equipment brand, as an empirical case of how SME-scale manufacturers can leverage green marketing to build long-term competitive advantage. Using a quantitative approach with 128 respondents and Partial Least Squares-based Latent Variable Regression (PLS-LVR), the findings reveal that green product significantly influences brand attitude (β = 0.324), green promotion significantly influences brand attitude (β = 0.234), and brand attitude strongly influences brand loyalty (β = 0.735). These results demonstrate that embedding sustainability into product and communication strategies generates measurable value for consumers, translating into durable brand loyalty. The study contributes to the understanding of how Indonesian local industry players can integrate green value chains into their marketing ecosystems to strengthen industrial competitiveness and support sustainable economic resilience in the domestic market.