EXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA

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 resea...

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Bibliographic Details
Main Author: Rania Egieara, Khansa
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/77400
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:77400
spelling id-itb.:774002023-09-04T14:43:43ZEXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA Rania Egieara, Khansa Indonesia Final Project green promotion, corporate social responsibility (CSR), beauty industry INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/77400 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. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description 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.
format Final Project
author Rania Egieara, Khansa
spellingShingle Rania Egieara, Khansa
EXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA
author_facet Rania Egieara, Khansa
author_sort Rania Egieara, Khansa
title EXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA
title_short EXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA
title_full EXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA
title_fullStr EXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA
title_full_unstemmed EXPLORING THE WAYS GREEN PROMOTION AFFECTS THE BEAUTY INDUSTRY IN INDONESIA
title_sort exploring the ways green promotion affects the beauty industry in indonesia
url https://digilib.itb.ac.id/gdl/view/77400
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