HOW DO SELF-ORIENTED COOLNESS AND GREEN MARKETING MATTER ON MARKETING PERFORMANCE: AN EMPIRICAL STUDY ON ECO-ELECTRONIC CONSUMERS IN INDONESIA

Abstract This current research is aimed at addressing the empirical inconsistencies in current literature regarding whether green marketing investments consistently translate into commercial performance improvements, by investigating the structural relationships among self-oriented coolness, green marketing, brand attitude, and marketing performance within the Indonesian eco-electronic sector. To gain this objective, the research employs a quantitative explanatory design utilizing a purposive sampling technique to collect primary data from consumers who possess knowledge of or have purchased modern lifestyle-oriented eco-friendly electronic products. Data analysis is performed deploying Structural Equation Modeling (SEM), incorporating rigorous measurement model evaluations to ensure convergent validity and instrument reliability alongside structural model testing for path coefficients and significance. The findings demonstrate that both self-oriented coolness and green marketing exert statistically significant positive effects on brand attitude, which in turn acts as a crucial mediator. Furthermore, both green marketing and brand attitude significantly drive marketing performance, with brand attitude demonstrating the largest direct effect. These results enrich the Resource-Based View (RBV) and cognitive-affective evaluation theory by confirming how consumer psychological dimensions and sustainable strategies synergistically enhance commercial outcomes, providing actionable strategic insights for industry practitioners.