Penelitian ini menyelidiki variabel-variabel yang mendorong continuous usage intention dan brand advocacy untuk sepatu ramah lingkungan yang terbuat dari bahan daur ulang. Menggunakan Partial Least Squares Structural Equation Modeling (PLS-SEM), data dikumpulkan dari 271 responden, terutama dari kalangan Milenial dan Gen Z, yang aktif dalam olahraga lari dan golf. Model ini mengkaji dampak environmental knowledge, environmental concern, dan brand comptence terhadap hasil yang berkaitan dengan brand ambassador credibility, brand activism, self-brand congruence, dan mindfulness consumption sebagai mediator. Temuan menunjukkan hubungan yang signifikan di antara semua variabel, dengan environmental knowledge muncul sebagai prediktor terkuat untuk brand activism. Selain itu, brand activism secara signifikan memengaruhi mindfulness consumption, menyoroti peran activism dalam mendorong perilaku konsumen yang berkelanjutan. Hasil ini menekankan pentingnya brand activism dan kredibilitas dalam membentuk loyalitas merek dan persepsi keberlanjutan di kalangan konsumen yang peduli lingkungan. Implikasi dari temuan ini memberikan perspektif berharga bagi merek yang ingin meningkatkan strategi advokasi dan keterlibatan konsumen di pasar sepatu berkelanjutan. / This study investigates the factors driving continuous usage intention and brand advocacy for eco-friendly footwear made from recycled materials. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data were collected from 271 respondents, primarily Millennials and Gen Z, who engage in running and golf. The model examines the impact of Environmental Knowledge, Environmental Concern, and Brand Competence on brand-related outcomes, with Brand Ambassador Credibility, Brand Activism, Self-brand Congruence, and Mindful Consumption as mediators. Findings reveal significant relationships among all variables, with Environmental Knowledge emerging as the strongest predictor of Brand Activism. Furthermore, Brand Activism significantly influences Mindful Consumption, underscoring the role of activism in fostering sustainable consumer behaviors. These results highlight the importance of brand activism and credibility in shaping brand loyalty and sustainability perceptions among eco-conscious consumers. The implications offer valuable insights for brands aiming to enhance their advocacy and engagement strategies in the sustainable footwear market.