Building Intent to Purchase Local Products through Sustainable Customer Experience, Cultural Engagement, and Green Brand Image: A Study in Traditional Markets in Yogyakarta

Siti Barokah; Catur Widayati

doi:10.55927/fjmr.v4i9.465

Authors

Siti Barokah Universitas Mercu Buana
Catur Widayati Universitas Mercu Buana

DOI:

https://doi.org/10.55927/fjmr.v4i9.465

Keywords:

Sustainable Customer Experience, Cultural Attachment, Green Brand Image, Environmentally Friendly Attitude, Purchase Intention of Local Products

Abstract

Increasing awareness of sustainability and local cultural values encourages consumers to consider experiential aspects in their purchasing decisions, particularly regarding local products. This study aims to analyze the influence of Sustainable Customer Experience, Cultural Attachment, and Green Brand Image on the Intention to Purchase Local Products, with Environmentally Friendly Attitude as a mediating variable. The study utilizes a quantitative method employing Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis on data acquired from 249 respondents who are visitors of Malioboro Market, Yogyakarta. The findings of this investigation are predicted to provide practical contributions for local business actors in designing marketing strategies oriented towards sustainability, cultural values, and green brand image to drive higher purchase intentions for local products.

References

Abu Salih, K., Yusuf, N., & Al-Badawi, H. (2023). Stages of cultural bonding in purchase intention. Journal of Cross-Cultural Consumer Behavior, 10(3), 201–219.

Adiyanto, R., Syahputra, H., & Widodo, A. (2023). Sustainable branding for local MSMEs. *Journal of Development Studies*, 18(2), 45–59.

Agyeman, C. M., & Ansong, R. (2022). Green brand image and eco-behavior: Moderating effects in emerging markets. *Journal of Cleaner Production*, 330, 129812.

Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211.

Akude, A., Mensah, T., & Bako, L. (2025). Impact of green marketing on corporate sustainability performance. Sustainability Management Journal, 11(2), 77–93.

Ali, A., & Kusmantini, T. (2024). Pengaruh Praktik Branding Hijau terhadap Kepercayaan Konsumen Produk Lokal. Jurnal Manajemen dan Kewirausahaan, 9(3), 140–158.

Ali, A., & Kusmantini, T. (2024). Pengaruh Praktik Green Branding terhadap Kepercayaan Konsumen Produk Lokal. Jurnal Manajemen dan Pemasaran, 10(2), 115–129.

Alimuddin, R., Nugraha, T., & Harahap, A. (2023). Green experience and interactivity in eco-platforms: Enhancing user loyalty. Journal of Environmental Business, 10(2), 133–148.

Amir, H., Fadillah, R., & Syahputra, A. (2022). Eco-storytelling and green symbolism in local SMEs. Jurnal Ekonomi Kreatif Indonesia, 8(1), 55–69.

Augtiah, R., & Susila, I. M. (2022). The role of environmental attitude in influencing purchase intention of local green products. Jurnal Manajemen dan Pemasaran, 17(1), 88–99.

Bakri, M., Fauzan, I., & Rachmawati, D. (2022). Community symbolism and cultural belonging in brand loyalty. Journal of Local Identity and Business, 5(3), 201–217.

Barbu, C. M., Florea, D. L., & Păunescu, C. (2023). Sustainability-oriented consumer behavior in green marketing contexts: Expanding the mediating role of green attitude. Journal of Sustainable Business and Economics, 11(3), 145–162.

Chen, L., & Lee, M. (2024). Cultural meaning and emotional value in branding: An empirical study. Asian Journal of Consumer Psychology, 9(1), 58–74.

Chen, M. F., Lin, Y. H., & Wu, T. H. (2023). Sustainability attitudes and green purchase intention. Journal of Environmental Psychology, 85, 101893.

Chen, X., Tan, L., & Yu, H. (2024). Green value and brand trust among value-driven consumers. Journal of Sustainable Consumption and Behavior, 8(1), 55–70.

Chen, Y., & Chang, C. (2022). A systematic review of green consumer behavior: Current trends and future directions. *Sustainability*, 14(10), 6204.

Eltayib, A., Noor, H., & Fadlallah, R. (2025). Green marketing and consumer awareness in emerging markets. International Journal of Green Economics, 13(2), 98–115.

Fauziah, M., & Hartini, S. (2024). Peran Nilai Budaya dalam Preferensi Konsumen terhadap Produk Lokal. Jurnal Psikologi Konsumen, 9(3), 188–203.

Ferhat, S., Alim, F., & Derin, M. (2024). Cultural branding and customer loyalty in the creative economy. Journal of Consumer Culture, 24(1), 65–83.

Godovykh, M., & Tasci, A. D. A. (2024). Multidimensional nature of customer experience and its impact on loyalty. Journal of Tourism and Service Quality, 16(1), 45–62.

Gong, J., Liu, L., & Zhang, T. (2024). Cultural values in green purchasing decisions: A cross-cultural analysis. *Journal of Consumer Behaviour*, 23(1), 88–102.

Herlina, N., & Wijaya, Y. (2024). Eksplorasi Budaya Lokal dalam Pemasaran Produk Tradisional. Jurnal Pariwisata dan Budaya, 8(1), 73–88.

Ko, E., & Jeon, B. (2024). Green Brand Image and Emotional Trust in Local Markets. Journal of Eco-Marketing, 10(2), 101–118.

Lee, S. M., Kim, H. J., & Park, Y. (2023). Sustainable customer experience and loyalty in retail environments. *Journal of Retailing and Consumer Services*, 71, 103172.

Liu, Z., & Zhao, X. (2024). Cultural metaphors in product design and consumer response. Journal of Product Design and Marketing, 11(2), 91–108.

Madhavaram, S., Badrinarayanan, V., & McDonald, R. E. (2025). Sustainable marketing capabilities and strategic effectiveness. Journal of Marketing Strategy and Innovation, 14(1), 112–129.

Malhotra, N. K., & Dash, S. (2023). *Marketing research: An applied orientation* (8th ed.). Pearson.

Mulyadi, A., & Rizal, R. (2024). Cultural sustainability and consumer perception of local brands. *Journal of Environmental Marketing*, 19(1), 67–83.

Nguyen, T. H., Pham, H. T., & Le, Q. T. (2024). Cultural and emotional dimensions in traditional market experiences. *International Journal of Consumer Studies*, 48(2), 133–145.

Nguyen, T., Chen, Y., & Lim, K. (2022). Emotional Influence and Social Responsibility in Brand Perception. Journal of Consumer Behaviour, 11(3), 142–158.

Nguyen, T., Lee, J., & Park, S. (2024). Customer Experience and Cultural Values in Sustainable Consumption. Journal of Sustainable Marketing, 12(1), 89–105.

Nguyen, T., Lee, J., & Park, S. (2024). Emotionally engaging customer experience in emerging markets: The role of cultural identity. International Journal of Retail & Distribution Management, 52(2), 140–158.

Nguyen, T., Lee, J., & Park, S. (2024). The Role of Customer Experience in Strengthening Purchase Intention. Journal of Sustainable Marketing, 12(1), 89–105

Nugroho, A., Sari, D., & Lestari, I. (2023). Inovasi Produk dan Daya Saing UMKM di Indonesia. Jurnal Ekonomi Kreatif, 6(4), 177–192.

Pan, X., Huang, Y., & Tao, R. (2023). Cultural identity activation through product symbolism. Journal of Marketing and Culture, 7(3), 165–182.

Pan, X., Huang, Y., & Tao, R. (2023). Cultural identity theory and planned behavior in consumer decision-making. Journal of Marketing and Culture, 7(2), 101–118.

Pang, R., Setiawan, D., & Tan, Y. (2023). Green attitude as a mediator in green marketing: Evidence from Southeast Asia. *Asia Pacific Journal of Marketing and Logistics*, 35(3), 612–628.

Prasetyo, A., Lestari, D., & Yunita, S. (2023). Sustainable consumption behavior in Indonesia: Trends and implications. *Journal of Sustainability Research*, 21(4), 198–215.

Putra, R. A., & Wulandari, S. (2024). Transformasi Digital UMKM dan Loyalitas Pelanggan. Jurnal Ekonomi Digital, 5(1), 33–47.

PwC Indonesia. (2023). Consumer Insights Survey Indonesia: Sustainability and Spending Trends. PricewaterhouseCoopers Indonesia. https://www.pwc.com/id/en/

Rahmawati, N., Syamsudin, A., & Hidayah, M. (2024). Efektivitas Kampanye Green Branding terhadap Loyalitas Konsumen. Jurnal Komunikasi Hijau, 3(2), 121–136.

Salmiah, L., Prasetyo, E., & Utami, R. (2024). Peran CSR dalam Pembentukan Loyalitas Konsumen. Jurnal Strategi Pemasaran, 7(2), 101–117.

Saputri, A., & Atmojo, B. (2023). Digitalisasi UMKM dan Peran Media Sosial dalam Peningkatan Daya Saing Produk Lokal. Jurnal Pemasaran Digital dan Ekonomi Kreatif, 7(2), 101–115.

Sartika, D., & Hapsari, R. (2022). Cultural attachment and perceived value in local markets. *Indonesian Journal of Marketing Science*, 10(3), 233–246.

Sekaran, U., & Bougie, R. (2017). *Research methods for business: A skill-building approach* (7th ed.). Wiley.

Shahid, M., Abbas, T., & Rehman, A. (2024). Cultural attachment and local brand attitudes. International Journal of Consumer Studies, 48(2), 142–159.

Susanti, R., Andini, M., & Hidayat, L. (2023). Customer loyalty through cultural and sustainable narratives in local product marketing. Journal of Consumer Behaviour, 18(4), 225–240.

Susanti, R., Andini, M., & Hidayat, L. (2023). Literasi Digital dan Preferensi Konsumen terhadap Produk Lokal Berkelanjutan. Jurnal Konsumen Indonesia, 6(4), 213–230.

Susanti, R., Andini, M., & Hidayat, L. (2023). Literasi Digital dan Preferensi Konsumen terhadap Produk Lokal Berkelanjutan. Jurnal Ilmu Konsumen Indonesia, 7(3), 210–225.

Susanti, W., Nugraha, R., & Sari, M. (2023). Green brand perception and local product choices among Indonesian consumers. *Journal of Consumer Research and Sustainability*, 8(1), 55–70.

Taufique, K. M. R., Siwar, C., & Chamhuri, N. (2023). Green marketing research: Scope, trends, and limitations. *Journal of Strategic Marketing*, 31(1), 25–44.

Tran, Q., Le, D., & Bui, T. (2025). Sustainable Customer Experience and Its Impact on Re-Purchase Intention. Journal of Green Business, 13(1), 45–62.

Tuškej, U., Golob, U., & Podnar, K. (2013). The Role of Cultural Attachment in Building Brand Commitment. Journal of Brand Management, 20(6), 529–540.

UNWTO. (2024). Sustainable tourism and community-based market revitalization: Guidelines for integrating culture and economy in local marketplaces. United Nations World Tourism Organization.

Wahyuni, D., & Pratama, R. (2024). Green Brand Image and Consumer Loyalty in Local Products. Jurnal Inovasi dan Keberlanjutan, 9(1), 50–66.

Wahyuni, D., & Pratama, R. (2024). Green brand image and cultural values in consumer behavior: Study on youth orientation toward local products. Asian Journal of Business and Management, 9(1), 88–102.

Wahyuni, F., & Pratama, B. (2024). Emotional attachment and brand loyalty in traditional markets: A study in Yogyakarta. *Journal of Local Market Studies*, 12(2), 143–159.

Wang, Y., Zhang, H., & Li, J. (2023). Cultural symbols and consumer identity in local product preference. Journal of Consumer Research, 50(4), 320–337.

Wijayanti, D., & Salim, R. (2024). Cultural norms and purchase intention in local product marketing. Jurnal Bisnis dan Budaya Indonesia, 6(2), 130–148.

Yadav, R., Pathak, G. S., & Singh, S. (2024). Experiential value in local market environments: A case of traditional marketplaces. Journal of Consumer Experience Studies, 10(1), 33–49.

Zai, R. (2024). Green Branding dalam UMKM: Studi Kasus di Yogyakarta. Jurnal Ekonomi Hijau dan Inovasi Bisnis, 8(1), 55–70.

Zhang, Y., & Ma, L. (2022). Using purposive sampling in consumer research: Justification and applications. *Qualitative Market Research*, 25(4), 378–392.