The Role of Green Human Capital, Green Marketing, and CSR on Consumer Loyalty of Sustainable MSMEs

The ongoing transformation toward a blue-green economy increas- ingly underscores the pivotal role of micro, small, and medium-sized enterprises (MSMEs) as drivers of sustainable development. Despite this potential, fostering consumer loyalty to eco-friendly MSMEs remains a persistent challenge, partic- ularly in emerging economies where doubts about the credibility of green initia- tives endure. This study examines the influence of green human capital, green marketing, and corporate social responsibility (CSR) on consumer loyalty, while highlighting the mediating role of green brand trust. Adopting a quantitative, ex- planatory research design, data were obtained from 372 consumers of environ- mentally friendly MSMEs in South Sulawesi, Indonesia. Information was col- lected through both online and offline surveys and analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS). The results reveal that green human capital, green marketing, and CSR exert significant positive effects on both green brand trust and consumer loyalty. Moreover, green brand trust emerges as a robust determinant of loyalty and functions as a key mediating path- way linking sustainability practices to long-term consumer commitment. These findings reinforce the centrality of trust in translating green-oriented strategies into enduring customer relationships. The study extends theoretical discussions on sustainability and consumer behavior by situating them within the MSME context of an emerging market, while offering actionable guidance for MSME practitioners to enhance loyalty through the authentic integration of green human resource practices, marketing strategies, and CSR initiatives.