How does Tactical Marketing Contribute to Creating a Customer's Green Product Experience and Resulted in Favorable Customer Purchases?

Abstract

The purpose of this study is to investigate how Tactical Green Marketing can shape Brand Perceived Value, convert it to the Green Product Experience, and further drive Positive E-WOM and Repurchase Intention. This study used a quantitative methodology and a survey approach, and data were collected in a cross-sectional manner. The purposive survey was used to determine responses from 248 people. All respondents have used a green skincare product that qualified for a sample. The conceptual framework was analyzed using partial least squares structural equation modeling (PLS-SEM). This study demonstrated that Green Product Experience significantly affects Positive E-WOM and Repurchase Intention (alpha 0.05 and p<0.05). Consumers with good experience with the green product tend to share positive comments and are willing to repurchase the green product brand. Seven specific perceived values have proven positively to convert the Green Product Experience. Spirituality Guidance was the most potent influence among those variables, followed by Green Product Quality and Innovativeness. This finding is relevant to the context of Indonesia's societal norms, which count heavily on religious beliefs. Tactical Green Marketing developed all seven Brand Perceived Value variables, and yet the most potent variable is also shown by Spirituality Guidance and followed by Green Product Quality. Therefore, to be a chosen brand and win the skincare industry competition, companies should consider consumers' spiritual beliefs and continuously improve their product quality. According to the model-predicted value with R² and Q², the proposed research model demonstrates good predictive value. Hence, it could be replicated in future studies.