Innovative self-brand congruity as a mediator of CSR and gamification effects on sustainable consumer engagement

The global food and beverage sector faces mounting pressure to balance economic growth with sustainable development goals, as consumer awareness of environmental and social responsibility continues to rise. The challenge lies in developing marketing innovation strategies that effectively engage environmentally-conscious consumers while contributing to long-term sustainability objectives. This study examines how innovative self-brand congruity mediates the relationship between marketing brand innovation strategies and sustainable consumer engagement in Indonesia's coffee shop industry. Using 300 survey responses and PLS-SEM analysis, results demonstrate that corporate social responsibility significantly influences consumer perceived brand innovativeness, while gamification shows no significant effect. Consumer perceived brand innovativeness significantly influences both innovative self-brand congruity and brand engagement, with self-brand congruity serving as a key mediator that translates innovation perceptions into sustained consumer involvement. The findings offer clear guidance for stakeholders: prioritize authentic CSR initiatives over gamification, communicate CSR through cultural storytelling, and develop localized sustainability frameworks. Businesses should adopt sustainability-based loyalty programs, forge environmental partnerships, and train employees to convey social mission values. The study emphasizes shifting from technology-driven gamification to meaningful CSR efforts that align with consumers’ innovative self-identity, fostering authentic competitive advantage and lasting social impact.