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This is a Quantitative Study study.

October 16, 2025

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

Key Points

Sustainable customer experience significantly enhances the intention to purchase local products, emphasizing the role of cultural engagement.
The structural equation modeling uncovered that environmentally friendly attitudes mediate the relationship between brand image and purchase intention.
Analysis of data from 249 visitors of Malioboro Market in Yogyakarta provided a comprehensive view of consumer behavior towards local products.
The findings suggest local businesses should adopt marketing strategies focused on culture and sustainability to boost sales 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.

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

Key Points

Abstract

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