The Influence of Sustainable Consumption Awareness and Product Innovation on Repurchase Intention: The Mediating Role of Green Marketing Value in the Eco-Batik Industry

Sustainable consumption and green marketing have both received a good deal of academic attention in recent years. However, empirical knowledge about the mediating role of GMV on repurchase intention in heritage-based sustainable industries is scarce, especially for emerging markets. This gap matters because cultural industries anchor environmental values within local identity, which may activate consumer loyalty in ways that differ from green goods per se. This research is intended to analyze the influence of Sustainable Consumption Awareness (SCA) and Product Innovation (PI) towards Repurchase Intention (RI), with GMV as a mediating variable on the MSMEs eco-batik Industry in Yogyakarta, Indonesia. Structural Equation Modelling (SEM) using LISREL 8.80 for data estimation purposes analyzed data from 202 eco-batik consumers to test direct and indirect relationships among the constructs. This confirms the partial mediation effects of SCA and Product Innovation since they have a significant positive impact directly on RI as well as indirectly on RI through GMV. The perceived green marketing value is the main channel through which sustainability awareness and innovation enhance consumer loyalty (as numerous studies that shed light on high-value perspectives have confirmed). Theoretically, this research contributes to the sustainable marketing literature and its extension to cultural industries associated with heritage; practically, our findings will provide a consideration for eco-branding strategies sensitive towards SDG 12 targets in the promotion of responsible consumption.