Building Intent to Purchase Local Products through Sustainable Customer Experience, Cultural Engagement, and Green Brand Image: A Study in Traditional Markets in Yogyakarta

Increasing awareness of sustainability and local cultural values encourages consumers to consider experiential aspects in their purchasing decisions, particularly regarding local products. This study aims to analyze the influence of Sustainable Customer Experience, Cultural Attachment, and Green Brand Image on the Intention to Purchase Local Products, with Environmentally Friendly Attitude as a mediating variable. The study utilizes a quantitative method employing Structural Equation Modeling-Partial Least Squares (SEM-PLS) analysis on data acquired from 249 respondents who are visitors of Malioboro Market, Yogyakarta. The findings of this investigation are predicted to provide practical contributions for local business actors in designing marketing strategies oriented towards sustainability, cultural values, and green brand image to drive higher purchase intentions for local products.