The study arrives at a time when the global fashion industry is under increasing pressure to reduce its environmental footprint. Fast fashion continues to generate massive amounts of textile waste, carbon emissions, and water consumption, prompting consumers and businesses alike to seek more sustainable alternatives. Sustainable footwear has emerged as one promising solution, but convincing consumers to adopt these products remains a significant challenge.
Although public awareness of environmental issues has grown steadily, purchasing decisions are still influenced by factors such as product price, brand reputation, and product availability. Many consumers appreciate environmentally friendly products but hesitate to purchase them due to higher prices or uncertainty about their actual environmental benefits.
To better understand these purchasing behaviors, Amelia Izza Septiandini and Peggy Ratna Marlianingrum examined how the four elements of the Green Marketing Mix—Green Product, Green Price, Green Place, and Green Promotion—influence consumers' acceptance of sustainable footwear through the mediating role of Brand Association.
The researchers surveyed 270 respondents aged 18 years and above in Jakarta who were familiar with or interested in sustainable footwear products. Data were collected through online questionnaires between March 2025 and February 2026 and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM).
The findings reveal that not every green marketing strategy contributes equally to consumers' purchasing decisions.
Key Findings
- Green Product significantly strengthens consumers' brand association.
- Green Price positively influences both brand association and consumers' willingness to purchase sustainable footwear.
- Green Promotion effectively enhances brand perception while directly increasing consumer interest.
- Green Place does not significantly contribute to building brand association.
- Brand Association plays a critical role in encouraging consumers to choose sustainable footwear.
One of the study's most notable findings is that environmentally friendly product features alone are not enough to persuade consumers to purchase sustainable footwear. Instead, consumers are more likely to buy when they perceive the brand as genuinely committed to environmental sustainability.
The research also demonstrates that Brand Association serves as a significant mediator between Green Product, Green Price, and Green Promotion and consumers' acceptance of sustainable footwear. In other words, green marketing strategies become more effective when they successfully create positive and memorable brand perceptions.
Interestingly, Green Place, which refers to environmentally friendly distribution channels and retail accessibility, failed to significantly influence brand association. The researchers suggest that this may reflect changing consumer behavior, as many shoppers now discover and evaluate brands through digital platforms and social media rather than physical retail locations.
Among all marketing variables, Green Promotion emerged as one of the strongest drivers of sustainable footwear adoption. Promotional campaigns emphasizing environmental responsibility, waste reduction, eco-friendly materials, and sustainable lifestyles significantly improved consumers' perceptions and purchase intentions.
Meanwhile, environmentally friendly product characteristics primarily influenced purchasing decisions indirectly. Consumers appreciated products made from recycled or sustainable materials, but these features became far more persuasive when supported by a trusted and recognizable brand.
According to Amelia Izza Septiandini and Peggy Ratna Marlianingrum, the findings indicate that businesses should not rely solely on producing environmentally friendly products. Companies must also invest in building strong brand associations that consistently communicate sustainability values and reinforce consumer trust.
The study carries important implications for the footwear industry and the broader fashion sector. Businesses seeking to compete in the growing sustainable market should integrate environmental innovation with effective branding and transparent communication. Consumers appear willing to accept premium prices for sustainable products when they clearly understand the environmental value and trust the brand behind the product.
The findings are also relevant for policymakers and environmental advocates. Encouraging sustainable consumption requires not only technological innovation but also public education and branding strategies that help consumers recognize credible environmentally responsible products.
For marketers, the study offers practical guidance on designing green marketing campaigns that emphasize authenticity, transparency, and long-term environmental commitment. Strong brand associations can transform sustainability from a product feature into a competitive advantage.
The researchers recommend that future studies expand beyond Jakarta and include consumers from different regions of Indonesia to improve the representativeness of the findings. Future research could also incorporate additional variables such as environmental awareness, product innovation, brand trust, social media influence, and customer satisfaction to provide a more comprehensive understanding of sustainable consumer behavior.
Author Profile
Amelia Izza Septiandini is a researcher at Muhammadiyah University of Technology Jakarta whose academic interests focus on marketing management, consumer behavior, green marketing, and sustainable branding.
Peggy Ratna Marlianingrum is a lecturer at Muhammadiyah University of Technology Jakarta, specializing in marketing management, business strategy, consumer behavior, and sustainable marketing.
Research Source
Article Title: The Effect of Green Marketing Mix on Sustainable Footwear Mediated by Brand Association
Authors: Amelia Izza Septiandini, Peggy Ratna Marlianingrum
Journal: International Journal of Management and Business Intelligence (IJBMI), Vol. 4, No. 3, 2026, pp. 585–604
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