Main Article Content
Abstract
Purpose – This study aims to analyze the role of the Social Self and Inner Self in shaping Brand Loyalty through the mediation of Green Brand Love in the context of sustainable Islamic marketing. This study stems from increasing consumer awareness of environmental issues and the need to integrate ethical and spiritual values into consumption behavior.
Method – A quantitative approach was employed, collecting data from 160 respondents in Indonesia (atau lokasi spesifik lainnya) selected via purposive sampling. The data were analyzed using Structural Equation Modeling (SEM-PLS) to ensure robust testing of the measurement and structural models, including mediation effects.
Findings – The results demonstrate that both Social Self and Inner Self are powerful predictors of Green Brand Love, which in turn acts as a crucial mediator in strengthening Brand Loyalty. Notably, the Inner Self shows a deeper connection to green values, suggesting that personal ethics are fundamental to sustainable brand attachment.
Implication – These findings provide a theoretical bridge between self-identity theory and green marketing within the framework of Islamic management. Practically, firms should align their branding strategies with consumers’ ethical and social identities to foster genuine loyalty toward sustainable initiatives, thereby contributing to the achievement of Sustainable Development Goals (SDGs)
Keywords
Sharia-Ethical Self-IdentitySocial SelfInner SelfGreen Brand LoveBrand Loyalty
Article Details
How to Cite
Sari, A. H., & Kuswati, R. . (2025). Sharia-Ethical Self-Identity and Sustainable Brand Loyalty: The Nexus of Green Brand Love. BANCO: Jurnal Manajemen Dan Perbankan Syariah, 8(1), 15–26. https://doi.org/10.35905/banco.v8i1.15527
References
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Cronje, A., Jacobs, B., & Retief, A. (2016). Black urban consumers’ status consumption of clothing brands in the emerging South African market. International Journal of Consumer Studies, 40(6), 754–764. https://doi.org/10.1111/ijcs.12293
Dzaky Muhammad Dzulhijj, & Anas Hidayat. (2023). Peran Citra Merek Hijau dan Kesadaran Hijau Terhadap Niat Beli Hijau pada Konsumen IKEA di Indonesia. MAMEN: Jurnal Manajemen, 2(4), 444–458. https://doi.org/10.55123/mamen.v2i4.2377
Maimunah, S. (2020). Pengaruh Dukungan Sosial dan Efikasi Diri Terhadap Penyesuaian Diri. 8(2), 275–282.
Rusydi, J., Januri, J., & Santina, R. (2023). TANGGUNGJAWAB PEMERINTAH DALAM PENEGAKAN HUKUM LINGKUNGAN HIDUP DI TINJAU DARI PERSEPEKTIF HUKUM ADMINISTRASI NEGARA. Audi Et AP : Jurnal Penelitian Hukum, 2(01), 54–63. https://doi.org/10.24967/jaeap.v2i01.2064
Safari, A., Salehzadeh, R., Panahi, R., & Abolghasemian, S. (2018). Multiple pathways linking environmental knowledge and awareness to employees’ green behavior. Corporate Governance (Bingley), 18(1), 81–103. https://doi.org/10.1108/CG-08-2016-0168
Salehzadeh, R., Sayedan, M., Mirmehdi, S. M., & Heidari Aqagoli, P. (2023). Elucidating green branding among Muslim consumers: the nexus of Green Brand Love, image, trust and attitude. Journal of Islamic Marketing, 14(1), 250–272. https://doi.org/10.1108/JIMA-08-2019-0169
Verhaeghen, P., & Mirabito, G. (2021). When you are talking to yourself, is anybody listening? The relationship between inner speech, self-awareness, wellbeing, and multiple aspects of self-regulation. International Journal of Personality Psychology, 7, 8–24. https://doi.org/10.21827/ijpp.7.37354
Wallace, E., Torres, P., Augusto, M., & Stefuryn, M. (2021). Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands. Journal of Business Research, 135, 519–531. https://doi.org/10.1016/j.jbusres.2021.06.058
Yoon, Y., Chastagner, K., & Joo, J. (2020a). Inner-self vs. Outer-self and socially responsible product consumption. Sustainability (Switzerland), 12(22), 1–22. https://doi.org/10.3390/su12229362
Yoon, Y., Chastagner, K., & Joo, J. (2020b). Inner-self vs. Outer-self and socially responsible product consumption. Sustainability (Switzerland), 12(22), 1–22. https://doi.org/10.3390/su12229362
Zhang, X. (2022). Can you represent me? The influence of consumers’ self-congruity on their Brand Loyalty behavior. Asia Pacific Journal of Marketing and Logistics, 34(10), 2073–2090. https://doi.org/10.1108/APJML-04-2021-0238
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity: the Mediating Role of Brand Awareness. In International Journal of Innovation, Creativity and Change. www.ijicc.net (Vol. 15, Issue 2). www.ijicc.net
References
Aldila Safitri, A., Rahmadhany, A., & Irwansyah, I. (2021). Penerapan Teori Penetrasi Sosial pada Media Sosial: Pengaruh Pengungkapan Jati Diri melalui TikTok terhadap Penilaian Sosial. Jurnal Teknologi Dan Sistem Informasi Bisnis, 3(1), 1–9. https://doi.org/10.47233/jteksis.v3i1.180
Cronje, A., Jacobs, B., & Retief, A. (2016). Black urban consumers’ status consumption of clothing brands in the emerging South African market. International Journal of Consumer Studies, 40(6), 754–764. https://doi.org/10.1111/ijcs.12293
Dzaky Muhammad Dzulhijj, & Anas Hidayat. (2023). Peran Citra Merek Hijau dan Kesadaran Hijau Terhadap Niat Beli Hijau pada Konsumen IKEA di Indonesia. MAMEN: Jurnal Manajemen, 2(4), 444–458. https://doi.org/10.55123/mamen.v2i4.2377
Maimunah, S. (2020). Pengaruh Dukungan Sosial dan Efikasi Diri Terhadap Penyesuaian Diri. 8(2), 275–282.
Rusydi, J., Januri, J., & Santina, R. (2023). TANGGUNGJAWAB PEMERINTAH DALAM PENEGAKAN HUKUM LINGKUNGAN HIDUP DI TINJAU DARI PERSEPEKTIF HUKUM ADMINISTRASI NEGARA. Audi Et AP : Jurnal Penelitian Hukum, 2(01), 54–63. https://doi.org/10.24967/jaeap.v2i01.2064
Safari, A., Salehzadeh, R., Panahi, R., & Abolghasemian, S. (2018). Multiple pathways linking environmental knowledge and awareness to employees’ green behavior. Corporate Governance (Bingley), 18(1), 81–103. https://doi.org/10.1108/CG-08-2016-0168
Salehzadeh, R., Sayedan, M., Mirmehdi, S. M., & Heidari Aqagoli, P. (2023). Elucidating green branding among Muslim consumers: the nexus of Green Brand Love, image, trust and attitude. Journal of Islamic Marketing, 14(1), 250–272. https://doi.org/10.1108/JIMA-08-2019-0169
Verhaeghen, P., & Mirabito, G. (2021). When you are talking to yourself, is anybody listening? The relationship between inner speech, self-awareness, wellbeing, and multiple aspects of self-regulation. International Journal of Personality Psychology, 7, 8–24. https://doi.org/10.21827/ijpp.7.37354
Wallace, E., Torres, P., Augusto, M., & Stefuryn, M. (2021). Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands. Journal of Business Research, 135, 519–531. https://doi.org/10.1016/j.jbusres.2021.06.058
Yoon, Y., Chastagner, K., & Joo, J. (2020a). Inner-self vs. Outer-self and socially responsible product consumption. Sustainability (Switzerland), 12(22), 1–22. https://doi.org/10.3390/su12229362
Yoon, Y., Chastagner, K., & Joo, J. (2020b). Inner-self vs. Outer-self and socially responsible product consumption. Sustainability (Switzerland), 12(22), 1–22. https://doi.org/10.3390/su12229362
Zhang, X. (2022). Can you represent me? The influence of consumers’ self-congruity on their Brand Loyalty behavior. Asia Pacific Journal of Marketing and Logistics, 34(10), 2073–2090. https://doi.org/10.1108/APJML-04-2021-0238
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity: the Mediating Role of Brand Awareness. In International Journal of Innovation, Creativity and Change. www.ijicc.net (Vol. 15, Issue 2). www.ijicc.net
Cronje, A., Jacobs, B., & Retief, A. (2016). Black urban consumers’ status consumption of clothing brands in the emerging South African market. International Journal of Consumer Studies, 40(6), 754–764. https://doi.org/10.1111/ijcs.12293
Dzaky Muhammad Dzulhijj, & Anas Hidayat. (2023). Peran Citra Merek Hijau dan Kesadaran Hijau Terhadap Niat Beli Hijau pada Konsumen IKEA di Indonesia. MAMEN: Jurnal Manajemen, 2(4), 444–458. https://doi.org/10.55123/mamen.v2i4.2377
Maimunah, S. (2020). Pengaruh Dukungan Sosial dan Efikasi Diri Terhadap Penyesuaian Diri. 8(2), 275–282.
Rusydi, J., Januri, J., & Santina, R. (2023). TANGGUNGJAWAB PEMERINTAH DALAM PENEGAKAN HUKUM LINGKUNGAN HIDUP DI TINJAU DARI PERSEPEKTIF HUKUM ADMINISTRASI NEGARA. Audi Et AP : Jurnal Penelitian Hukum, 2(01), 54–63. https://doi.org/10.24967/jaeap.v2i01.2064
Safari, A., Salehzadeh, R., Panahi, R., & Abolghasemian, S. (2018). Multiple pathways linking environmental knowledge and awareness to employees’ green behavior. Corporate Governance (Bingley), 18(1), 81–103. https://doi.org/10.1108/CG-08-2016-0168
Salehzadeh, R., Sayedan, M., Mirmehdi, S. M., & Heidari Aqagoli, P. (2023). Elucidating green branding among Muslim consumers: the nexus of Green Brand Love, image, trust and attitude. Journal of Islamic Marketing, 14(1), 250–272. https://doi.org/10.1108/JIMA-08-2019-0169
Verhaeghen, P., & Mirabito, G. (2021). When you are talking to yourself, is anybody listening? The relationship between inner speech, self-awareness, wellbeing, and multiple aspects of self-regulation. International Journal of Personality Psychology, 7, 8–24. https://doi.org/10.21827/ijpp.7.37354
Wallace, E., Torres, P., Augusto, M., & Stefuryn, M. (2021). Outcomes for self-expressive brands followed on social media: Identifying different paths for inner self-expressive and social self-expressive brands. Journal of Business Research, 135, 519–531. https://doi.org/10.1016/j.jbusres.2021.06.058
Yoon, Y., Chastagner, K., & Joo, J. (2020a). Inner-self vs. Outer-self and socially responsible product consumption. Sustainability (Switzerland), 12(22), 1–22. https://doi.org/10.3390/su12229362
Yoon, Y., Chastagner, K., & Joo, J. (2020b). Inner-self vs. Outer-self and socially responsible product consumption. Sustainability (Switzerland), 12(22), 1–22. https://doi.org/10.3390/su12229362
Zhang, X. (2022). Can you represent me? The influence of consumers’ self-congruity on their Brand Loyalty behavior. Asia Pacific Journal of Marketing and Logistics, 34(10), 2073–2090. https://doi.org/10.1108/APJML-04-2021-0238
Zia, A., Younus, S., & Mirza, F. (2021). Investigating the Impact of Brand Image and Brand Loyalty on Brand Equity: the Mediating Role of Brand Awareness. In International Journal of Innovation, Creativity and Change. www.ijicc.net (Vol. 15, Issue 2). www.ijicc.net