Analysis of the perceived firm ethicality and brand loyalty through the lens of corporate social responsibility, green brand innovativeness and green marketing: evidence from an emerging economy

Purpose The aim of this study is to examine the relationship between the perceived firm ethicality and loyalty behaviour of consumers through the lens of corporate social responsibility (CSR), green brand innovativeness (GBI) and green marketing (GM). Design/methodology/approach The authors used questionnaires as a primary method of data collection. The authors selected four large malls in Jakarta, the capital of Indonesia and three large malls in Surabaya, the second-largest city in the country. These locations were chosen due to their high levels of consumer activity and the presence of numerous products from major companies. Findings The findings provide strong support for all proposed hypotheses, confirming that perceived firm ethicality plays a crucial role in significantly enhancing brand loyalty. This positive relationship however is mediated through distinct pathways, namely CSR, GBI and GM. Each of these factors contributes meaningfully to shaping consumer perceptions of a firm’s ethicality, which in turn drives greater loyalty to the brand. Collectively, these strategies synergise to amplify a firm’s perceived ethicality, further solidifying brand loyalty. Notably, CSR, perceived firm ethicality, GBI and GM together account for approximately 65.2% of the variance in customer brand loyalty. Originality/value The study offers important theoretical insights into attachment theory by extending it to consumer-brand relationships, demonstrating that perceived firm ethicality fosters emotional attachment, which enhances brand loyalty. Just as secure attachment in human relationships builds trust and loyalty, consumers develop emotional bonds with brands they perceive as ethical, supported by CSR practices, GBI and GM from the firms. These strategies reinforce consumer trust and loyalty, paralleling attachment theory’s secure base concept.