A Conceptual Model of Sustainable Marketing: The Role of Brand Love and Trust in Strengthening Generation Z's Repurchase Intention for Local MSMEs

This conceptual article develops an integrated sustainable marketing framework to explain how local micro, small, and medium enterprises (MSMEs) can strengthen Generation Z's repurchase intention. Drawing on an integrative synthesis of literature on sustainable marketing, social media marketing, consumer-based brand equity, brand trust, brand love, and repurchase intention, the article develops a serial-parallel mechanism. Sustainability-oriented social media marketing is proposed to strengthen brand awareness, brand image, and perceived quality. These brand equity dimensions subsequently build brand trust as a rational assurance mechanism and brand love as an affective attachment mechanism; both are expected to strengthen repurchase intention. The model contributes by connecting sustainability-oriented communication with cognitive and emotional relationship mechanisms in a unified framework tailored to resource-constrained local MSMEs. It also provides a staged adoption logic and specifies boundary conditions that can guide future empirical validation across MSME sectors and Generation Z consumer groups.