Green Product as a Driver of Consumer Loyalty: Evidence from Rinso Consumers in Indonesia

Bella Trisna Pitaloka; Maulana Agung Pratama; Fenny Saptiani

doi:10.63922/ijebir.v5i04.5284

Bella Trisna Pitaloka Lampung University’s Department of Business Administration, Bandar Lampung, Indonesia
Maulana Agung Pratama Lampung University’s Department of Business Administration, Bandar Lampung, Indonesia
Fenny Saptiani Lampung University’s Department of Business Administration, Bandar Lampung, Indonesia

DOI: https://doi.org/10.63922/ijebir.v5i04.5284

Keywords: Green Product; Consumer Loyalty; Green Marketing; Sustainability

Abstract

Growing environmental awareness has encouraged companies to develop environmentally friendly products to strengthen consumer loyalty. However, empirical evidence on the role of green products in fostering consumer loyalty remains limited in the Indonesian household detergent industry. This study aims to examine the effect of green product on consumer loyalty among Rinso consumers in Indonesia. A quantitative approach was employed using a survey of 384 respondents selected through purposive sampling. The collected data were analyzed using IBM SPSS Statistics 25 through multiple linear regression analysis. The findings reveal that green product has a positive and significant effect on consumer loyalty (β = 0.543, t = 9.313, p < 0.001). These findings indicate that consumers are more likely to remain loyal to brands that offer environmentally friendly products and demonstrate a commitment to sustainability. Therefore, green product innovation can serve as an effective strategy for enhancing consumer loyalty while supporting sustainable marketing practices.

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