From Faith to Sustainability: The Role of Islamic Branding and Green Marketing in Driving Purchase Decisions of Kahf Products among Generation Z
a*) Yedi Zenaludin b) Ryan Kurniawan

a) Universitas Widyatama
yedi.zenaludin[at]widyatama.ac.id
b) Universitas Widyatama

Abstract

The growing awareness of faith-based values and environmental sustainability among Generation Z has created a unique market segment in Indonesia^s personal care industry. Kahf, a male grooming brand positioned with strong Islamic identity and eco-friendly initiatives, presents an opportunity to examine how these factors shape consumer behavior. This study aims to analyze the influence of Islamic Branding and Green Marketing on Purchase Decision of Kahf products among Generation Z consumers. The research adopts a quantitative approach using questionnaires distributed to respondents within the Generation Z demographic who are familiar with or have purchased Kahf products. The sampling technique will employ purposive sampling, and data will be analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) to assess the direct impact of the independent variables. The findings are expected to provide valuable insights into how faith-driven branding and sustainability-oriented marketing strategies contribute to purchase decision-making in the personal care sector. Academically, this study extends the literature on consumer behavior by integrating Islamic Branding and Green Marketing as dual drivers of decision-making among young Muslim consumers. From a managerial perspective, the results are anticipated to benefit brand managers and marketers by offering practical recommendations on how to align marketing strategies with Generation Z^s values of religiosity and environmental consciousness. By bridging theoretical and practical insights, this study highlights the growing importance of combining religious identity and sustainability in shaping consumer loyalty and long-term business competitiveness.

Keywords: Islamic Branding- Green Marketing- Purchase Decisions

Topic: Marketing and Fintech in Terms of Islamic Perspective