Sustainable Consumer Loyalty: The Influence of Green Perceived Value on Green Loyalty through Green Trust and Green Satisfaction among FMCG Consumers in East Java, Indonesia

Sustainable consumption has become an essential global agenda, particularly in emerging markets where rapid economic growth and increasing environmental degradation intensify the need for responsible purchasing behavior. In Indonesia, especially East Java, the fast-moving consumer goods (FMCG) sector plays a critical role in shaping sustainable consumption patterns due to its high product turnover and extensive reliance on single-use packaging. This study investigates how Green Perceived Value (GPV) contributes to Sustainable Consumer Loyalty operationalized as Green Loyalty (GL) by examining the mediating roles of Green Trust (GT) and Green Satisfaction (GS). Drawing from the Value-Belief-Norm (VBN) Theory and Expectancy-Disconfirmation Theory, this study proposes that consumers who perceive greater environmental value in products are more likely to trust green claims, feel satisfied with environmental performance, and ultimately demonstrate loyal sustainable behavior.Data were collected from 385 FMCG consumers in East Java, Indonesia, using a structured online survey. The measurement and structural models were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4.0 software The findings reveal that GPV significantly enhances GT and GS, which in turn positively influence GL. Additionally, both GT and GS act as partial mediators, indicating that sustainable loyalty is shaped not only by perceived environmental value but also by emotional and cognitive evaluations related to trustworthiness and product satisfaction.This study contributes to the sustainability and green marketing literature by providing empirical evidence from an emerging market context where environmental consciousness is growing but skepticism about corporate sustainability remains high. The results offer strategic insights for FMCG companies aiming to strengthen sustainability-driven loyalty through credible, value-oriented, and satisfaction-enhancing green initiatives.