WHAT LEADS CUSTOMER TO DEFEND THE BRAND: THE ROLE OF GREEN INNOVATION AND PERCEIVED MARKETPLACE INFLUENCE

This study employs a mixed-methods approach, integrating qualitative thematic analysis and quantitative structural equation modelling, to examine how green innovation activities influence consumer attitudes, purchase intentions, and brand defense behaviours. Qualitative findings from consumers’ reports enrich the quantitative results by uncovering stronger motivations and emotional factors that shape their behaviour toward green products. Both qualitative and quantitative data confirm that companies pursuing a green innovation strategy, for example, the use of biodegrades and sustainable production practices, influence perceptions of a company’s environmental responsibility. The green innovation activities of the company significantly influence the attitude and willingness to pay for green products by the young consumer with the use of green marketing tools that include clear communication, real certification, and direct sustainability claims. In addition, the results underscore the significant effect of brand reputation, transparency, and consumer trust as key foundations for generators in triggering the proactive brand defense from negative publicity. The study further emphasizes the role of emotional attachment and personal experience in reinforcing these protective behaviours.