Investigating the Drivers of Strategic Green Marketing Orientation Perfectives from Signaling Theory & Stewardship Theory: Evidences from Indonesia Global Lifestyle Brands

The value of environmental and sustainable branding in both B2C and B2B contexts has drawn attention but remains underexplored. This study investigates a new synthesis of signaling theory and stewardship theory and empirically analyzes the relationship between green brand identity promotion and consistent communication on typical attitudes. Moreover, it examines how brand management affects partners in communicating sustainable branding practices to customers, as well as the role of consistent communication in motivating the development of strategic green market orientation. This relationship is moderated by brand governance. Typical attitudes are designed to correlate with affective, normative, and calculative commitment. These commitments are proposed as antecedents of strategic green market orientation. The current study adopts a multi-perspective approach, examining partnerships and firms from Indonesian multinational companies. Purposive sampling and non-probability sampling were used to gather data from 248 respondents. Structural Equation Modeling (SEM) with AMOS 24 was employed to analyze the data. The research findings show that all the proposed hypotheses are accepted. Additionally, this study significantly contributes to the understanding of green brand positioning by demonstrating that brand management has a significant impact on partnership commitment and strategic green market orientation.