What question did this study set out to answer?

This study aims to explore how green product innovation and digital marketing affect sustainable marketing performance through green brand image among Generation Z consumers.

March 26, 2026International Journal of Innovation and Technology Management

Integrative Model of Green Marketing: Product Innovation, Digital Strategy, and the Role of Brand Image Mediation in Generation Z Consumers

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Authors

MSMade Setini FHFaizan ul Haq ISI Putu Santikayasa

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Implication

Demonstrates how green product innovation and digital marketing enhance marketing performance via brand image in Generation Z, suggesting new pathways for sustainability.

Key Points

This study aims to explore how green product innovation and digital marketing affect sustainable marketing performance through green brand image among Generation Z consumers.
Mixed-method sequential explanatory design
Quantitative analysis using structural equation modeling (PLS-SEM)
Qualitative interviews to enhance findings interpretation
Green product innovation positively impacts green brand image and sustainable performance.
Digital marketing significantly influences both green brand image and performance outcomes.
Green brand image mediates the relationship between green innovation and marketing performance.

Cite This Study

Setini et al. (2026) studied this question.

synapsesocial.com/papers/69c4cc69fdc3bde448917a4e https://doi.org/10.1142/s0219877026500094

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Implication

Demonstrates how green product innovation and digital marketing enhance marketing performance via brand image in Generation Z, suggesting new pathways for sustainability.

Integrative Model of Green Marketing: Product Innovation, Digital Strategy, and the Role of Brand Image Mediation in Generation Z Consumers

Discussion

Member takes

Implication

Key Points

Cite This Study

Integrative Model of Green Marketing: Product Innovation, Digital Strategy, and the Role of Brand Image Mediation in Generation Z Consumers

Discussion

Member takes

Implication

Key Points

Cite This Study

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