ESG as a Determinant of Brand Trust and Participant Loyalty: Implications for the Sustainability of Professional Certification Bodies

Fathur Rosi; Nadia Ismi Avissa; Mochamad Fatchurrohman; Shobikin

doi:10.63922/ijebir.v5i03.3387

Fathur Rosi Sekolah Tinggi Ilmu Ekonomi Mahardhika
Nadia Ismi Avissa Universitas Dr. Soetomo
Mochamad Fatchurrohman Sekolah Tinggi Ilmu Ekonomi Mahardhika
Shobikin Sekolah Tinggi Ilmu Ekonomi Mahardhika

DOI: https://doi.org/10.63922/ijebir.v5i03.3387

Keywords: ESG, Brand Trust, Participant Loyalty, Sustainability, Professional Certification Bodies

Abstract

This study aims to analyze the role of Environmental, Social, and Governance (ESG) as a determinant of brand trust and participant loyalty, as well as its implications for the sustainability of Professional Certification Bodies in East Java. The study employs a quantitative approach with an explanatory research design and utilizes Partial Least Squares Structural Equation Modeling (PLS-SEM) as the analytical method. Data were collected from 120 certification participants using a purposive sampling technique. The results indicate that ESG has a strong and significant effect on brand trust, as well as a moderate direct effect on participant loyalty and organizational sustainability. Brand trust is proven to significantly enhance participant loyalty and serves as a partial mediator in the relationship between ESG and loyalty, suggesting that trust is a key mechanism in translating ESG values into participant behavior. Furthermore, participant loyalty emerges as the most dominant factor influencing organizational sustainability, making it a critical element in ensuring the long-term viability of Professional Certification Bodies. This study contributes to the development of sustainability-oriented marketing literature by providing empirical evidence of the integrated relationships among ESG, brand trust, loyalty, and sustainability within a trust-based service context. Practically, the findings suggest that managers of Professional Certification Bodies should optimize ESG implementation to strengthen trust and enhance participant loyalty as primary drivers of organizational sustainability.

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