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"Penelitian ini bertujuan untuk menguji pengaruh strategi green marketing mix, green image, green satisfaction, dan green trust pada green customer loyalty di pasar green cosmetics lokal Indonesia. Model pengukuran dibuat berdasarkan tanggapan valid dan reliabel dari kuesioner online pelanggan produk green cosmetics terkait green marketing mix, green image, green satisfaction, green trust, dan green customer loyalty menggunakan 6-poin Skala Likert dengan bantuan PLS-SEM. Hasil penelitian ini menunjukkan bahwa green product memiliki pengaruh positif pada green image dan green satisfaction. Green price memiliki pengaruh positif pada green image, green satisfaction, dan green customer loyalty. Green place memiliki pengaruh positif pada green image, green satisfaction, dan green trust. Green promotion memiliki pengaruh positif pada seluruh dimensi green brand equity dimana green public relation menunjukkan peran besar dalam penentuan hubungan antar keduanya. Green image memiliki pengaruh positif pada green satisfaction dan green trust. Green satisfaction memiliki pengaruh positif pada green trust dan green customer loyalty. Green trust memiliki pengaruh positif pada green customer loyalty.

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This study aims to examine the impact of green marketing mix, green image, green satisfaction, and green trust on green customer loyalty in Indonesia’s local green cosmetics market. A measurement model created based on valid and reliable responses from online questionnaire from sustainable cosmetics product’s customer for green marketing mix, green image, green satisfaction, green trust, and green customer loyalty using 6-point Likert Scale with the help of PLS-SEM. The results of this study indicate that green product has a positive effect on green image and green satisfaction. Green price has a positive influence on green image, green satisfaction, and green customer loyalty. Green place has a positive influence on green image, green satisfaction, and green trust. Green promotion has a positive influence on all dimensions of green brand equity where the green public relations show a large role in determining the relationship between the two. Green image has a positive influence on green satisfaction and green trust. Green satisfaction has a positive effect on green trust and green customer loyalty. Green trust has a positive influence on green customer loyalty."

"Sustainability menjadi tantangan yang dihadapi perusahaan seiring meningkatnya perhatian konsumen terhadap aktivitas bisnis ramah lingkungan dan permintaan green brand. Industri kosmetik dan personal care termasuk industri yang terus berkembang permintaannya, terutama green cosmetics dan personal care. Penelitian ini bertujuan menganalisis pengaruh green brand positioning, green brand knowledge, dan attitude toward green brand terhadap green product purchase intention dari The Body Shop sebagai salah satu brand kometik dan personal care ramah lingkungan yang juga membuktikan komitmen peduli lingkungannya pada aktivitas perusahaan. Sampel penelitian ini adalah konsumen yang belum pernah membeli produk The Body Shop dan berdomisili di Jabodetabek. Data diolah menggunakan metode Structural Equation Modelling dimana hasilnya menunjukkan jika green brand positioning tidak berpengaruh terhadap attitude toward green brand, namun berpengaruh positif terhadap green brand knowledge, sedangkan, green brand knowledge berpengaruh positif terhadap attitude toward green brand yang dilanjutkan dengan pengaruh positif attitude toward green brand terhadap green purchase intention.

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Sustainability becomes a challenge to companies because of the increasing consumers rsquo attention to eco friendly business activities and demand for green brand. Cosmetics and personal care industry is one of potential businesses that have significant increase in demand, especially for green cosmetics and personal care. This study has purpose to analyze the influence of green brand positioning, green brand knowledge, and attitude toward green brand to green product purchase intention of The Body Shop as green brand cosmetics and personal care which has proven their commitment to the environment through their company activitiess. The sample was consumers who have never bought The Body Shop and lived in Jabodetabek. Then, the collected data was processed using Structural Equation Modelling. Finally, the results of this research showed that green brand positioning does not have positive effect on attitude toward green brand, but has positive effect on green brand knowledge. Meanwhile, green brand knowledge has positive effect on attitude toward green brand followed by positive effect of attitude toward green brand on green purchase intention. "

"Industri kosmetik di Indonesia sedang mengalami pertumbuhan yang baik seiring dengan perubahan dan perkembangan gaya hidup. Di samping itu, terdapat beberapa faktor permasalahan, yaitu dari sisi kesehatan (potensi kandungan bahan kimia berbahaya yang dapat mengganggu kesehatan), lingkungan (pencemaran lingkungan akibat proses produksi maupun pembuangan produk), dan kesejahteraan hewan (adanya pengujian pada hewan). Faktor-faktor tersebut mendorong konsumen untuk berperilaku hijau dalam keputusan pembelian mereka. Akibatnya, pengusaha termotivasi untuk menciptakan produk hijau, yaitu green cosmetics. Konsumen yang dapat membeli produk green cosmetics masih sedikit dikarenakan produk yang cenderung mahal. Sulit menghubungkan green consumer dengan hal-hal lain karena setiap konsumen memiliki preferensi selera atribut produk hijau yang berbeda. Untuk itu, peneliti ingin menganalisis lebih lanjut faktor-faktor apa saja yang mempengaruhi repurchase intention konsumen pada produk green cosmetics dengan menggunakan variabel perceived value (functional value, emotional value, social value), health consciousness, environmental awareness, dan ethical concern sebagai variabel mediasi. Desain penelitian untuk pengambilan sample menggunakan cross sectional dengan metode nonprobability sampling. Kriteria responden yang ditentukan, yaitu berusia minimal 17 tahun dan pernah membeli produk green cosmetics. Kuesioner penelitian disebarkan secara online. Data responden sebanyak 206 responden diolah dan dianalisis pada tahap maintest. Smart PLS 3.0 merupakan softwareyang digunakan untuk menganalisis data pada penelitian ini. Hasil menunjukkan bahwa variabel functional value, emotional value, dan environmental awareness berpengaruh positif secara langsung terhadap repurchase intention. Ethical concern sebagai variabel mediasi, secara positif memediasi functional value dan repurchase intention, juga terhadap emotional value dan repurchase intention, serta health consciousness dan repurchase intention. Health consciousness secara langsung tidak berpengaruh positif terhadap repurchase intention. Social value secara langsung maupun tidak langsung (melalui variabel mediasi ethical concern) tidak berpengaruh positif terhadap repurchase intention.

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The cosmetics industry in Indonesia is experiencing good growth in line with changes and developments in lifestyle. In addition, there are several problem factors, from a health perspective (potentially containing hazardous chemicals that can harm health), the environment (environmental contamination due to the production process and product disposal), and animal welfare (testing on animals). These factors encourage consumers to behave green in their purchasing decisions. As a result, entrepreneurs are motivated to create green products, namely green cosmetics. There are only a few consumers who can buy green cosmetic products because the products tend to be expensive. It is difficult to link green consumers with other things because each consumer has different taste preferences for green product attributes. For this reason, researchers want to further analyze what factors that influence consumer repurchase intentions for green cosmetic products by using the variables of perceived value (functional value, emotional value, social value), health awareness, environmental awareness, and ethical concern as mediating variables. The research design for sampling using cross sectional with nonprobability sampling method. The specified criteria for respondents are at least 17 years old and have purchased green cosmetic products. The research questionnaire was distributed online. The data of 206 respondents were processed and analyzed at the main test stage. Smart PLS 3.0 is the software used to analyze the data in this study. The results show that functional value, emotional value, and environmental awareness have a direct positive effect on repurchase intention. Ethical concern as a mediating variable positively mediates functional value and repurchase intention, as well as emotional value and repurchase intention, also health consciousness and repurchase intention. Health consciousness has no direct positive effect on repurchase intention. Social value directly or indirectly (through the mediating variable of ethical issues) does not have a positive effect on repurchase intention."