The Effect of Green Marketing and Emotional Value on Repurchase Intention of Lifebuoy (A Study Among Public College Students in Malang City)

Abstract

Green marketing is increasingly important as consumers become more environmentally aware. This study aims to examine the effects of green marketing and emotional value on repurchase intention toward Lifebuoy handwash products among public college students in Malang City. This research used a quantitative explanatory approach with purposive sampling and involved 100 respondents. Data were analyzed using IBM SPSS Statistics software. The results showed that green marketing and emotional value positively and significantly affected repurchase intention. These findings enrich green marketing literature and provide insights for companies to strengthen repurchase intention through sustainable strategies and positive emotional experiences.