The Influence of Green Trust, Green Perceived Value, and Green Brand Image on Green Repurchase Intention for Daihatsu Cars

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FORMOSA NEWS - Yogyakarta - Green Brand Image and Perceived Value Drive Repurchase Intentions for Daihatsu Cars. Sustainability has rapidly become a central focus within the global automotive industry, pushing manufacturers to look beyond profits and adopt environmentally responsible practices. In response to growing environmental pressures, PT Astra Daihatsu Motor has implemented green manufacturing initiatives such as solar panel installation, waste recycling, water conservation, and the Slim, Simple, Compact (SSC) production concept. However, navigating sustainability in developing markets remains challenging, particularly as companies face shifting market dynamics and fluctuations in vehicle sales. To understand what truly drives consumer loyalty toward eco-friendly vehicles, researchers Triyas Aulia Nurrahmah and Ali Hanafiah from Universitas Mercu Buana conducted a comprehensive study examining the determinants of green repurchase intentions among Daihatsu car owners in DKI Jakarta. Published in 2026 in the Formosa Journal of Sustainable Research (FJSR), this research highlights that perceived environmental value and strong brand image play a critical role in encouraging consumers to choose green vehicles.

Understanding the Automotive Sustainability Challenge

The automotive industry remains a major contributor to carbon emissions and fossil fuel consumption through both vehicle operations and manufacturing waste. Concurrently, broader economic pressures have impacted vehicle sales across the market. Industry data reveals that total vehicle sales for PT Astra International Tbk decreased from 560,717 units in 2023 to 482,964 units in 2024, reflecting a 13.86% decline. Similar downward trends were observed in Daihatsu sales during the same timeframe. These shifts are influenced by external factors like inflation, interest rates, and purchasing power, alongside internal elements such as intensifying market competition. In this competitive environment, consumer evaluation criteria have evolved. Buyers no longer rely solely on price and technical specifications; instead, they increasingly weigh additional values such as energy efficiency, corporate sustainability image, and environmental impact. Consequently, examining why consumers intend to repurchase eco-friendly vehicles has become vital for automotive brand retention.

Research Methodology and Approach
To investigate the core factors influencing green repurchase intentions, the researchers employed a quantitative descriptive approach utilizing a correlational survey design. Data collection took place between March and August 2025 using an online questionnaire distributed via digital platforms such as Instagram and WhatsApp. The study focused on a specific target population: consumers aged 18 and older who either currently own or have previously purchased a Daihatsu vehicle in DKI Jakarta. Using a non-probability purposive sampling method, the authors gathered responses from 126 qualified participants who were familiar with the brand and its products. The survey instrument utilized a seven-point Likert scale ranging from 1 (Strongly Disagree) to 7 (Strongly Agree). To analyze the structural relationships among latent variables, the team utilized Partial Least Squares Structural Equation Modeling (PLS-SEM) executed through SmartPLS 4.0 software.

Key Findings: Brand Image and Perceived Value Over Trust
The empirical evaluation yielded distinct insights into how different psychological and cognitive factors influence consumer behavior regarding green repurchase intentions:

• Green Trust: Statistical analysis revealed a beta value of 0.098, a t-statistic of 1.089, and a p-value of 0.276. This indicates that consumer trust in Daihatsu's environmental commitment has a positive but insignificant effect on repurchase intentions. Trust alone is not a primary driver because buyers ultimately evaluate vehicles based on holistic factors including overall quality, pricing, comfort, and after-sales service.
  
• Green Perceived Value: This variable registered a beta value of 0.218, a t-statistic of 2.903, and a significant p-value of 0.004. The findings confirm that green perceived value has a positive and significant effect on green repurchase intentions. Consumers who perceive substantial environmental and functional benefits relative to their financial sacrifices are significantly more likely to repurchase.
  
• Green Brand Image: Demonstrating the strongest impact in the study, green brand image recorded a beta value of 0.279, a t-statistic of 3.122, and a highly significant p-value of 0.002. A strong, positive perception of Daihatsu as an environmentally responsible company directly boosts consumer loyalty and the likelihood of future purchases.
  

Overall, the structural model demonstrated predictive relevance with a Q-squared value of 0.116, though the independent variables accounted for 19.5% of the variance in green repurchase intention, pointing to additional external factors influencing consumer choices.

Real-World Implications and Industry Impact
The insights generated by Triyas Aulia Nurrahmah and Ali Hanafiah offer actionable guidance for automotive manufacturers, policymakers, and business strategists. As consumer consciousness shifts toward sustainability, automotive brands must look beyond basic compliance and actively cultivate tangible green value and reputation. The authors emphasize that companies should maintain and strengthen their environmental commitments through concrete actions. According to Triyas Aulia Nurrahmah and Ali Hanafiah from Universitas Mercu Buana, "Daihatsu should continue to increase consumers' perceived value through the development of environmentally friendly and high-quality products that provide tangible benefits to both consumers and the environment, thereby encouraging repurchase intentions." Furthermore, implementing low-emission technologies, transparent corporate social responsibility (CSR) programs, and targeted sustainability communications can substantially elevate a brand's market standing and foster long-term customer retention.

Author Profile
Triyas Aulia Nurrahmah – Researcher and graduate scholar in the Master of Management program at Universitas Mercu Buana, specializing in consumer behavior and green marketing strategies.
Ali Hanafiah – Faculty member and researcher in the Faculty of Economics and Business at Universitas Mercu Buana, with extensive expertise in business management and strategic marketing.

Source
Triyas Aulia Nurrahmah dan Ali Hanafiah. The Influence of Green Trust, Green Perceived Value, and Green Brand Image on Green Repurchase Intention for Daihatsu Cars. Formosa Journal of Sustainable Research (FJSR), Volume 5, Nomor 9, tahun 2026, halaman 701-720
DOI : https://doi.org/10.55927/fjsr.v5i9.61