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<p>This empirical investigation examines the psychological mechanisms underlying green brand evangelism among Indonesian consumers through an integrated theoretical framework combining Social Identity Theory, Theory of Planned Behavior, and Brand Relationship Theory. Utilizing structural equation modeling with data from 388 consumers aged 18–45 years, this study explores how green brand trust and brand identification influence evangelistic behaviors, with green subjective norms as potential mediators and demographic characteristics as moderators within a collectivistic cultural context.</p><p>Results demonstrate that green brand trust significantly enhances brand identification (β = 0.612, <i>p</i> &lt; 0.001), which subsequently drives brand evangelism (β = 0.438, <i>p</i> &lt; 0.001). Green brand trust also directly influences evangelistic behaviors (β = 0.284, <i>p</i> &lt; 0.001), while green subjective norms exhibit independent effects on evangelism (β = 0.196, <i>p</i> &lt; 0.001). Notably, the expected mediation pathways through subjective norms were not empirically supported, revealing important boundary conditions of conventional theoretical assumptions regarding social influence mechanisms in collectivistic societies. Gender significantly moderates the trust-evangelism relationship, demonstrating stronger effects among female consumers, while education level enhances the influence of subjective norms on evangelistic behaviors.</p><p>These findings advance sustainable marketing theory by illuminating culturally-specific patterns of consumer-brand relationships and provide actionable insights for practitioners developing authentic green marketing strategies in emerging markets. The study contributes to understanding how trust-based identification processes drive consumer advocacy beyond traditional loyalty metrics, while revealing the complex interplay between individual psychological mechanisms and cultural context in sustainable consumption behaviors.</p>

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Trust-mediated green brand evangelism: examining boundary conditions in Indonesian collectivistic consumer markets

  • 期刊论文

  • 发表日期：

    2026年3月9日

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  • Arry Widodo,
  • Putu Nina Madiawati,
  • Heri Setia Wardoyo,
  • Azhar Affandi

摘要

This empirical investigation examines the psychological mechanisms underlying green brand evangelism among Indonesian consumers through an integrated theoretical framework combining Social Identity Theory, Theory of Planned Behavior, and Brand Relationship Theory. Utilizing structural equation modeling with data from 388 consumers aged 18–45 years, this study explores how green brand trust and brand identification influence evangelistic behaviors, with green subjective norms as potential mediators and demographic characteristics as moderators within a collectivistic cultural context.

Results demonstrate that green brand trust significantly enhances brand identification (β = 0.612, p < 0.001), which subsequently drives brand evangelism (β = 0.438, p < 0.001). Green brand trust also directly influences evangelistic behaviors (β = 0.284, p < 0.001), while green subjective norms exhibit independent effects on evangelism (β = 0.196, p < 0.001). Notably, the expected mediation pathways through subjective norms were not empirically supported, revealing important boundary conditions of conventional theoretical assumptions regarding social influence mechanisms in collectivistic societies. Gender significantly moderates the trust-evangelism relationship, demonstrating stronger effects among female consumers, while education level enhances the influence of subjective norms on evangelistic behaviors.

These findings advance sustainable marketing theory by illuminating culturally-specific patterns of consumer-brand relationships and provide actionable insights for practitioners developing authentic green marketing strategies in emerging markets. The study contributes to understanding how trust-based identification processes drive consumer advocacy beyond traditional loyalty metrics, while revealing the complex interplay between individual psychological mechanisms and cultural context in sustainable consumption behaviors.