Antecedents of Customers’ Green Brand Love: Mediating Role of Emotional and Behavioral Benefit Advantages: An Empirical Study on Indonesia Customer’s Behavior Based on a Triangular Theory of Love

Abstract

Triangular Theory of Love has been long well known, however this study revealed that the love within this theory can not be claimed as the love existed in a certain brand. Current research is investigating what triggering green brand love. Proposed two mediating variable, emotional and behavioral benefits advantages, and personal, memorable, adventurous brand experiences as the antecedents respectively. Questionnaires collected and returned within 3 months, valid questionnaires are reviewed and analyzed in order to see reliability, validity, and normality. The confirmatory factor analysis test also conducted, for further statistical analysis, Structural Equation Modelling. SEM with AMOS is used to assess and analyze data. Purposed sampling with non-purposive sampling technique deployed due to the large sample required, where female and male customer as the population. Current research sampling is taken from the Indonesian customers. All the Goodness of Fit measurements meet the rule of thumb as well as λ, α, ε, AVE, regression weight, CR, absolute, incremental and parsimony. Research findings reveal that all proposed hypotheses accepted. Personal, memorable and adventurous brand experiences are the determinant factors of green brand love. Emotional and behavioral benefits advantages have a strong function as mediating variables to improve green brand love performance.