Integrative Model of Green Marketing: Product Innovation, Digital Strategy, and the Role of Brand Image Mediation in Generation Z Consumers

This study develops an integrative model of green marketing by examining how green product innovation and digital marketing influence sustainable marketing performance through the mediating role of green brand image among Generation Z consumers in Bali. This study employed a mixed-method sequential explanatory design, combining quantitative structural equation modelling (PLS-SEM) analysis with qualitative interviews to enrich the interpretation of the findings. The results indicate that green product innovation and digital marketing both have significant positive effects on green brand image and sustainable marketing performance. Green brand image also mediates the relationship between green innovation and performance outcomes. Beyond marketing effectiveness, the findings highlight that green product innovation contributes to measurable environmental benefits by promoting eco-design, recyclable materials, and energy-efficient production processes. These practices align with the Natural Resource-Based View (NRBV), emphasizing that environmental responsibility enhances long-term competitiveness. This study strengthens theoretical and practical insights into how environmentally oriented innovation and digital engagement can drive sustainability performance within emerging markets. The results provide implications for firms, particularly micro, small, and medium enterprises (MSMEs), to integrate ecological awareness, digital strategy, and brand image management as key drivers of sustainable business growth.