The Effect of Green Marketing Mix on Sustainable Footwear Mediated by Brand Association
DOI:
https://doi.org/10.59890/ijmbi.v4i3.19Keywords:
Green Marketing Mix, Green Product, Green Price, Green Place, Green Promotion, Brand Association, Sustainable FootwearAbstract
his study uses brand association to examine how the Green Marketing Mix included green product, green price, green place, and green promotion affects sustainable footwear. By combining these factors into one study model, this study adds to the existing literature. Data obtained from Google Form in the March 2025 -February 2026 period of 270 respondents with a minimum age of 18 years and living in Jakarta were analyzed quantitatively using PLS-SEM with SmartPLS. The results showed that green place has no influence on brand association, while green product, green price, and green promotion have an influence. Sustainable footwear is not directly influenced by green product. Green product, green place, and green promotion are significantly impacted indirectly by brand association. These facts support sustainable marketing methods.
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