EXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA

• Main Author: Rania Egieara, Khansa
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/77400
• Institution: Institut Teknologi Bandung

The world’s rising awareness of environmental challenges has made green promotion appealing to customers who feel responsible for the environment in this era. Owners of green cosmetics brands are anticipated to have a better understanding of consumers' purchasing habits as a result of the research on green buying decisions. Hence, this study's goal is to evaluate how corporate social responsibility (CSR) is associated with the attractiveness of a brand that adopts green promotion and the relationship between customer purchase decision as a component of its strategy influenced by the globalisation of the beauty industry. The writer implements an in-depth case approach using a qualitative method that requires both primary and secondary data, facilitated by Nvivo and QDA Miner for the analysis. The data collection method used was an interview with customers who purchase and use skincare products in Indonesia, credible journals, and articles on the internet. As a result, CSR somewhat moderated the relationship between product purchase decisions and awareness of green promotion. The awareness of environmental advocacy was shown through the campaigns they run, in which customers participate in the beauty sector, where foreign skincare brands predominate over local goods. The quality and effectiveness of a skincare product are more important than its advertising. The findings of this research give the expanding body of knowledge and earlier findings on consumer awareness of green promotion — a topic that has received little attention in Indonesia — new momentum.