The Effect of Water Extraction Intensity and Product Quality on Brand Image through Public Perception of Water Scarcity (Bottled Drinking Water Industry in the Greater Bandung Area)

Abstract

The bottled drinking water (AMDK) industry in Indonesia has experienced significant growth over the past decade; however, this expansion has raised public concerns regarding water extraction practices and their impact on environmental sustainability. This study aims to analyze how sustainable marketing practices and brand image influence consumer purchasing decisions, with public perception functioning as a mediating variable. This research addresses a notable gap, as earlier studies have primarily examined brand image and consumer decisions without integrating the context of natural resource exploitation and public responses toward corporate sustainability initiatives, particularly in the AMDK sector. A quantitative approach was used to measure consumer perceptions of AMDK companies associated with water management issues. The findings are expected to contribute theoretically by developing an integrative model linking sustainable marketing, brand image, and public perception. Practically, the study provides strategic insights for AMDK industry players to design more credible and publicly accepted sustainability initiatives. From a policy perspective, the research supports the development of stricter water extraction regulations and encourages ethical, responsible marketing practices.