PERAN MEDIASI CUSTOMER BRAND ENGAGEMENT PADA PRODUK RAMAH LINGKUNGAN

Abstract

This study aims to explore the effect of Desired Self-Identity, Green Perceived Value, Altruistic Values on Consumer Brand Engagement at Housewives. The data collection process was carried out by distributing online and offline questionnaires. Primary data in this study were collected as many as 105 respondents with purposive sampling method. The data obtained will be analyzed using the Structural Equation Model (SEM) method. The results of this study indicate that the desired self-identity has no significant positive effect on customer brand engagement. Furthermore, green perceived value also does not have a significant positive effect on customer brand engagement. No less important than previous findings, altruistic value also does not have a positive effect on customer brand engagement. Next, customer involvement has a positive effect on customer brand engagement. And, customer brand engagement also has a positive effect on brand loyalty. Thus, it was found that greenwashing can moderate the relationship between customer brand engagement and brand loyalty.