Pengaruh Green Innovation dan Storytelling Marketing terhadap Keputusan Pembelian Produk FMCG: Peran Mediasi Brand Equity

Emi Lestari; Iham Iham; Michelle Michelle; Alven Alven; Viona Anggreany; Sherlyna Sherlyna

doi:10.55606/jaemb.v6i1.9173

Authors

Emi Lestari Universitas Universal
Iham Iham Universitas Universal
Michelle Michelle Universitas Universal
Alven Alven Universitas Universal
Viona Anggreany Universitas Universal
Sherlyna Sherlyna Universitas Universal

DOI:

https://doi.org/10.55606/jaemb.v6i1.9173

Keywords:

Green Innovation, Storytelling Marketing, Brand Equity, Purchase Decision, Fast Moving Consumer Goods (FMCG)

Abstract

The Fast Moving Consumer Goods (FMCG) industry is increasingly required to implement environmentally friendly innovations and communication strategies that can attract young consumers. However, there has not been much research explaining how green innovation and storytelling marketing affect brand equity and purchasing decisions among young consumers, especially in the context of FMCG products. This study aims to analyze the influence of green innovation and storytelling marketing on purchasing decisions for FMCG products with brand equity as a mediating variable among students at Universal Batam University. This study uses a quantitative approach involving 220 respondents and is analyzed using SmartPLS 3.0. The results of this study indicate that green innovation only has a significant effect on purchasing decisions, not on brand equity. Conversely, storytelling marketing has a significant effect on both brand equity and purchasing decisions. Brand equity also has a significant effect on purchasing decisions and mediates the effect of storytelling marketing, but does not mediate the effect of green innovation. These findings confirm that strengthening brand equity through authentic storytelling is more effective in driving purchasing decisions than green innovation. The novelty of this study lies in integrating green innovation and storytelling marketing within a single FMCG model with brand equity as a mediating mechanism among young consumers. The findings contribute theoretically by extending the role of brand equity in explaining consumer decision-making and practically by highlighting the importance of authentic storytelling in strengthening brand value and driving purchase decisions

References

[1] E. Lestari and H. Bahar, “ANALYSIS OF THE CAPABILITY OF SALES STRATEGIES ON THE PERFORMANCE OF MSMES IN BATAM CITY IN THE FACE OF THE COVID 19 SITUATION,” JABA, vol. 5, no. 1, pp. 76–83, Mar. 2021.

[2] NielsenIQ, “NielsenIQ releases new report focusing on sustainability’s impact on consumer-packed goods industry”, NIQ. [Online]. Available: https://nielseniq.com/global/en/news-center/2022/nielseniq-releases-new-report-focusing-on-sustainabilitys-impact-on-consumer-packed-goods-industry/. [Accessed: Oct. 04, 2025].

[3] E. Yeolencia and E. Lestari, “The Role of Financial Attitude in Mediating The Relationship Between Financial Knowledge and Financial Management Behavior in Batam City,” JEM17, vol. 9, no. 2, pp. 225-240, Nov. 2024.

[4] J. Soares, C. Choiri, P. Parso, and E. Lestari, Fundamental Bisnis dan Manajemen Strategi, Proses, dan Inovasi, 1st ed. Kecamatan Medan Selayang, Kota Medan 20131: PT Media Penerbit Indonesia, 2024.

[5] D. Delis and E. . Lestari, “Pengaruh Penggunaan Financial Technology Dan Media Sosial Terhadap Peningkatan Pendapatan UMKM Di Kota Batam,” ecotal, vol. 5, no. 1, pp. 432–447, Jan. 2024.

[6] E. Li and E. Lestari, “Corporate Governance sebagai Penyeimbang Pengaruh CSR dan Kinerja Lingkungan terhadap Praktik Earnings Management pada Sektor Manufaktur,” MBIA, vol. 24, no. 1, pp. 64–81, Jul. 2025.

[7] J. E. Escalas, “Narrative Processing: Building Consumer Connections to Brands,” Journal of Consumer Psychology, vol. 14, no. 1, pp. 168–180, Jan. 2004.

[8] A. G. Woodside “Brand-consumer storytelling theory and research: Introduction to a Psychology & Marketing special issue,” Psy-chology & Marketing, vol. 27, no. 6, pp. 531-540, Jun. 2010.

[9] E. Lestari, M. Nugroho, and U. Pristiana, “The Impact of Carbon Performance and Carbon Information Disclosure on Firm Value: Financial Performance as a Mediator in Indonesian Listed Companies,” Journal of Ecohumanism, vol. 3, no. 8, pp. 1196–1213, Nov. 2024.

[10] D. A. Aaker, Building Strong Brands. Simon and Schuster, 2011.

[11] K. L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson, 2013.

[12] O. Iglesias, S. Markovic, and J. Rialp, “How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy,” Journal of Business Research, vol. 96, pp. 343–354, Mar. 2019.

[13] X. Tong and J. M. Hawley, “Measuring customer‐based brand equity: empirical evidence from the sportswear market in China,” Journal of Product & Brand Management, vol. 18, no. 4, pp. 262–271, Jul. 2009.

[14] H. Bahar and E. Lestari, “ANALYSIS OF ASSET MANAGEMENT CAPABILITY ON BUSINESS PERFORMANCE AMONG SMES IN BATAM CITY DURING THE COVID-19 PANDEMIC,” Journal of Applied Business Administration, vol. 6, no. 2, Sept. 2022.

[15] J. Lin, Y. Huang and M. Li, “Enhancing Green Purchase Intentions: The Effects of Product Transformation Salience and Consumer Traceability Knowledge,” Sustainability, vol. 15, no. 16, pp. 12612, Aug. 2023.

[16] Y. S. Chen, S. B. Lai and C. T. Wen “The Influence of Green Innovation Performance on Corporate Advantage in Taiwan,” J Bus Ethics, vol. 67, pp. 331–339, Jul 2006.

[17] M. S. Han, D. P. Hampson, Y. Wang, and H. Wang, “Consumer confidence and green purchase intention: An application of the stimulus-organism-response model,” Journal of Retailing and Consumer Services, vol. 68, no. 3, pp. 103061, Sept. 2022.

[18] M. Nekmahmud, F. Naz, H. Ramkissoon, and M. Fekete-Farkas, “Transforming consumers’ intention to purchase green products: Role of social media,” Technological Forecasting and Social Change, vol. 185, no. 3, pp. 122067, Dec. 2022.

[19] S. K. Singh, M. D. Giudice, R. Chierici, and D. Graziano, “Green innovation and environmental performance: The role of green transformational leadership and green human resource management,” Technological Forecasting and Social Change, vol. 150, pp. 119762, Jan. 2020.

[20] M.-L. Johnstone and L. P. Tan, “Exploring the Gap Between Consumers’ Green Rhetoric and Purchasing Behaviour,” J Bus Ethics, vol. 132, no. 2, pp. 311–328, Dec. 2015.

[21] K. Kreczmańska-Gigol and T. Gigol, “The Impact of Consumers’ Green Skepticism on the Purchase of Energy-Efficient and En-vironmentally Friendly Products,” Energies, vol. 15, no. 6, pp. 2077, Jan. 2022.

[22] T. T. H. Nguyen, Z. Yang, N. Nguyen, L. W. Johnson, and T. K. Cao, “Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism,” Sustainability, vol. 11, no. 9, pp. 2653, Jan. 2019

[23] Z. G. Zinoubi “Determinants of Consumer Purchase Intention and Behavior toward Green Product: The Moderating Role of Price Sensitivity,” Archives of Business Research, Vol. 8, no. 1, Jan. (2020)

[24] L. Dessart, “Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads,” International Journal of Research in Marketing, vol. 35, no. 2, pp. 289–304, Jun. 2018.

[25] J. E. Escalas, “Narrative Processing: Building Consumer Connections to Brands,” Journal of Consumer Psychology, vol. 14, no. 1, pp. 168–180, Jan. 2004.

[26] J. R. de O. Júnior, R. Limongi, W. M. Lim, J. K. Eastman, and S. Kumar, “A story to sell: The influence of storytelling on consumers’ purchasing behavior,” Psychology & Marketing, vol. 40, no. 2, pp. 239–261, 2023.

[27] A. Lundqvist, V. Liljander, J. Gummerus and A. van Riel “The impact of storytelling on the consumer brand experience: The case of a firm-originated story,” vol. 20, no. 4, pp. 283-297, Mar. 2013.

[28] T. van Laer, K. de Ruyter, L. M. Visconti, and M. Wetzels, “The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers’ Narrative Transportation,” Journal of Consumer Research, vol. 40, no. 5, pp. 797–817, 2014.

[29] E. Lestari, “Factors Affecting Students’ Decisions Choosing SMA Maitreyawira Batam,” Jurnal Terapan Manajemen dan Bisnis, vol. 3, no. 2, pp. 172–192, 2017.

[30] I. Ajzen, “The theory of planned behavior,” Organizational Behavior and Human Decision Processes, vol. 50, no. 2, pp. 179–211, Dec. 1991.

[31] Y. Joshi and Z. Rahman, “Consumers’ Sustainable Purchase Behaviour: Modeling the Impact of Psychological Factors,” Ecological Economics, vol. 159, pp. 235–243, May. 2019.

[32] W. Zhuang, X. Luo and M. U. Riaz, “On the Factors Influencing Green Purchase Intention: A Meta-Analysis Approach,” Frontiers in Psychology, vol. 12, pp. 644020, 2021.

[33] D. Hoang and L. Tung, “Effect of Environmental concern, Green perceived value on Young customers’ green purchase intention: The mediating roles of Attitude toward green products and Perceived behavior control,” SciPap, vol. 32, no. 1, Jul. 2024.

[34] M. C. Green and T. C. Brock, “The Role of Transportation in the Persuasiveness of Public Narratives,” Journal of Personality and Social Psychology, vol. 79, no. 5, pp. 701–721, 2000.

[35] J. E. Escalas “Self-Referencing and Persuasion: Narrative Transportation versus Analytical Elaboration,” Journal of Consumer Research, Vol. 33, no. 4, pp. 421–429, Mar. 2007.

[36] T. van Laer, K. de Ruyter, L. M. Visconti, and M. Wetzels, “The Extended Transportation-Imagery Model: A Meta-Analysis of the Antecedents and Consequences of Consumers’ Narrative Transportation,” Journal of Consumer Research, vol. 40, no. 5, pp. 797–817, 2014.

[37] A. P. Lauwrensia and A. Ariestya “Green storytelling marketing: influencing consumer purchase decision through environmental consciousness,” Jurnal Komunikasi Profesional, vol. 6, no. 1, pp. 39-55, Feb. 2022.

[38] T. van Laer, S. Feiereisen, and L. M. Visconti, “Storytelling in the digital era: A meta-analysis of relevant moderators of the narrative transportation effect,” Journal of Business Research, vol. 96, pp. 135–146, Mar. 2019.

[39] Y. S. Chen, “The Driver of Green Innovation and Green Image – Green Core Competence,” J Bus Ethics, vol. 81, pp. 531–543, Jul. 2007.

[40] S. V. F. Netto, M. F. F. Sobral, A. R. B. Ribeiro and G. R. L. Soares, “Concepts and forms of greenwashing: a systematic review,” Environ Sci Eur, vol. 32, no. 1, Feb. 2020.

[41] L. Chen, K. Qie, H. Memon and H. M. Yesuf, “The Empirical Analysis of Green Innovation for Fashion Brands, Perceived Value and Green Purchase Intention—Mediating and Moderating Effects,” Sustainability, vol. 13, no. 8, pp. 4238, Apr. 2021.

[42] A. Tariq, Y. F. Badir, W. Tariq and U. S. Bhutta, “Drivers and consequences of green product and process innovation: A systematic review, conceptual framework, and future outlook,” Technology in Society, vol. 51, pp. 8-23, Nov. 2017.

[43] E. Lestari and H. Bahar, “GREEN INNOVATION, FINANCIAL PERFORMANCE, AND FIRM VALUE: A CONTENT ANALYSIS METHOD,” Value : Jurnal Manajemen dan Akuntansi, vol. 18, no. 1, Apr. 2023.

[44] J. Edson Escalas, “Narrative Processing: Building Consumer Connections to Brands,” Journal of Consumer Psychology, vol. 14, no. 1, pp. 168–180, Jan. 2004.

[45] J. E. Escalas and B. B. Stern, “Sympathy and Empathy: Emotional Responses to Advertising Dramas,” Journal of Consumer Research, vol. 29, no. 4, pp. 566–578, 2003.

[46] C. Huang and R. Guo, “The effect of a green brand story on perceived brand authenticity and brand trust: the role of narrative rhetoric,” Journal of Brand Management, vol. 28, pp. 60–76, 2021.

[47] E. B. Falk, E. T. Berkman, M. D. Lieberman, “From Neural Responses to Population Behavior: Neural Focus Group Predicts Population-Level Media Effects,” Psychological science, vol. 23, no. 5, pp. 439–445, Apr. 2012.

[48] D. Anggraini and E. L. Lestari, “Pengaruh Manajemen Laba Terhadap Nilai Perusahaan Di Moderasikan Kepemilikan Manajerial dan Komisaris Independen,” VALUE, vol. 4, no. 2, pp. 1–14, 2023.

[49] D. A. Aaker, Building strong brands. New York : Free Press, 1996.

[50] K. L. Keller, Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Pearson, 2013.

[51] B. Yoo and N. Donthu, “Developing and validating a multidimensional consumer-based brand equity scale,” Journal of Business Research, vol. 52, no. 1, pp. 1–14, Apr. 2001.

[52] N. Ind, O. Iglesias and M. Schultz, “Building Brands Together: Emergence and Outcomes of Co-Creation,” California Management Review, vol. 55, no. 3, pp. 5-26, May. 2013.

[53] Y. S. Chen “The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust, ” Journal of Business Ethics, vol. 93, pp. 307–319, Oct. 2009.

[54] Y. Upadhyay and A. Tripathi, “Brand wagon effect: How brand equity eclipses the effect of eWoM on purchase intentions – Medi-ating role of review helpfulness,” Journal of Business Research, vol. 168, p. 114239, Nov. 2023.

[55] H. Hartono, “STRATEGI PENGEMBANGAN PERPUSTAKAAN DIGITAL DALAM MEMBANGUN AKSESIBILITAS INFORMASI: Sebuah Kajian Teoritis pada Perpustakaan Perguruan Tinggi Islam di Indonesia,” UNILIB, vol. 8, no. 1, Dec. 2017.

[56] J. Supranto, Statistik Teori dan Aplikasi Edisi 8 jilid 1. Jakarta: Erlangga, 2016.

[57] J. F. Hair, G. T. M. Hult, C. M. Ringle and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM). SAGE Publications, Inc. 2021.

[58] I. Ghozali and H. Latan, “Partial Least Squares Konsep, Teknik dan Aplikasi Menggunakan Program SmartPLS Untuk Penelitian Empiris (Edisi 2),” BPFE Universitas Diponegoro, 2015.

[59] J. F. Hair Jr., G. T. M. Hult, C. M. Ringle, and M. Sarstedt, A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), 3rd ed. SAGE Publications, Inc, 2021.

[60] C. Fornell and D. F. Larcker, “Structural Equation Models with Unobservable Variables and Measurement Error: Algebra and Statistics,” Journal of Marketing Research, vol. 18, no. 3, p. 382, Aug. 1981.