The Role of Green Human Capital, Green Marketing, and CSR on Consumer Loyalty of Sustainable MSMEs

DOI

10.2991/978-94-6239-709-5_183How to use a DOI?

Keywords

Green Human Capital; Green Marketing; CSR; Green Brand Trust; Consumer Loyalty

Abstract

The ongoing transformation toward a blue-green economy increas- ingly underscores the pivotal role of micro, small, and medium-sized enterprises (MSMEs) as drivers of sustainable development. Despite this potential, fostering consumer loyalty to eco-friendly MSMEs remains a persistent challenge, partic- ularly in emerging economies where doubts about the credibility of green initia- tives endure. This study examines the influence of green human capital, green marketing, and corporate social responsibility (CSR) on consumer loyalty, while highlighting the mediating role of green brand trust. Adopting a quantitative, ex- planatory research design, data were obtained from 372 consumers of environ- mentally friendly MSMEs in South Sulawesi, Indonesia. Information was col- lected through both online and offline surveys and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results reveal that green human capital, green marketing, and CSR exert significant positive effects on both green brand trust and consumer loyalty. Moreover, green brand trust emerges as a robust determinant of loyalty and functions as a key mediating path- way linking sustainability practices to long-term consumer commitment. These findings reinforce the centrality of trust in translating green-oriented strategies into enduring customer relationships. The study extends theoretical discussions on sustainability and consumer behavior by situating them within the MSME context of an emerging market, while offering actionable guidance for MSME practitioners to enhance loyalty through the authentic integration of green human resource practices, marketing strategies, and CSR initiatives.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Mustakim Mustakim
AU  - Cepi Pahlevi
PY  - 2026
DA  - 2026/06/20
TI  - The Role of Green Human Capital, Green Marketing, and CSR on Consumer Loyalty of Sustainable MSMEs
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 2630
EP  - 2642
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_183
DO  - 10.2991/978-94-6239-709-5_183
ID  - Mustakim2026
ER  -