The role of greenwashing and religiosity in building brand loyalty for eco-friendly bottled water in Indonesia

Purpose Drawing on the attribution theory and Islamic business ethics, this study aims to investigate the influence of green brand image, religiosity, customer satisfaction and greenwashing on brand loyalty among bottled water consumers in Indonesia. Design/methodology/approach Adopting a quantitative approach, this study uses partial least squares structural equation modelling with a sample of 351 respondents. The variables examined include green brand image, religiosity, customer satisfaction and the impact of greenwashing on brand loyalty. Findings Customer satisfaction emerged as the strongest predictor of brand loyalty, followed by green brand image and religiosity. Customer satisfaction also mediates the relationships between green brand image, religiosity and brand loyalty. Greenwashing weakens the relationship between religiosity and brand loyalty but does not significantly moderate the effects of green brand image or customer satisfaction on loyalty. These findings suggest that highly religious consumers are more sensitive to perceived deception and evaluate sustainability claims through moral and ethical considerations. Research limitations/implications This study is limited to Muslim consumers in Indonesia. Future research may use longitudinal designs, cross-country comparisons, experimental approaches to greenwashing and actual purchasing behaviour to enhance the generalizability of the findings. Practical implications Companies should support sustainability claims with transparent reporting, measurable environmental performance indicators and credible third-party certifications. Consistent and evidence-based communication is essential to reduce consumer scepticism and strengthen trust among environmentally and religiously conscious consumers. Social implications This study highlights the importance of authentic sustainability efforts in building consumer trust and loyalty, particularly in religious communities. It highlights the detrimental impact of greenwashing on consumer loyalty and calls on businesses to adopt ethical branding practices. Policymakers are also urged to enhance consumer awareness to encourage responsible and sustainable consumption. Originality/value This study extends the attribution theory by integrating Islamic religiosity as an internal moral attribution mechanism and demonstrates how greenwashing triggers attribution re-evaluation that weakens loyalty among religious consumers. The findings contribute to Islamic business ethics literature by linking niyyah (moral intention), amanah (trust) and sustainability-related consumer behaviour within a unified framework.