The Influence of IoT-Reinforced Green Branding on Millennial Consumers' Repurchase Intention in Surabaya City, East Java, Indonesia

Abstract

The convergence of sustainability and digital technology presents a novel paradigm for consumer engagement. This study investigates the influence of green branding, specifically when reinforced by the Internet of Things (IoT), on the repurchase intention of millennial consumers in Surabaya, Indonesia. Despite growing interest in green marketing, the integration of IoT as a tool to substantiate and amplify green brand claims remains underexplored, particularly in the context of emerging markets and the millennial demographic. The research employs a quantitative approach, using a structured questionnaire distributed to 250 millennial consumers in Surabaya who have purchased from brands employing IoT-enabled green initiatives. Data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The findings reveal that IoT-reinforced green branding has a significant positive effect on both green brand trust and green brand image. Furthermore, both green brand trust and image significantly mediate the relationship between IoT-reinforced green branding and repurchase intention. The study confirms that technology, when used to provide transparent and verifiable proof of sustainable practices, significantly enhances consumer trust and brand perception, ultimately driving repurchase behavior. This research contributes to the literature by integrating technology adoption theories with green branding models, offering empirical evidence on the pivotal role of IoT in authenticating sustainability claims. For practitioners, the results highlight the strategic imperative of leveraging IoT not merely for operational efficiency but as a core component of credible and persuasive green brand communication targeted at tech-savvy millennials.