THE INFLUENCE OF GREEN MARKETING MIX ON BRAND LOYALTY MEDIATED BY BRAND IMAGE, BRAND TRUST AND BRAND LOVE IN THE BODY SHOP INDONESIA

• Main Author: Humaira Lestari, Mutiara
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/83802
• Institution: Institut Teknologi Bandung

The beauty industry in the world has experienced rapid growth, a phenomenon that cannot be ignored. Along with its rapid growth, various problems arise as challenges that must be faced. One of the main problems is the environmental impact generated throughout the product lifecycle, from production to post-consumer use. Increasing public awareness of environmental issues has encouraged companies to implement green marketing strategies as part of their corporate social responsibility initiatives. The Body Shop, as a pioneer in green marketing, has long been known for its commitment to sustainable and ethical business practices. Since 1989, the brand has been a pioneer in campaigning against animal testing. However, amid its positive reputation, The Body Shop has also received various complaints from consumers. They have expressed disappointment with the decline in product quality, making the products not worth their price. This study will examine how the influence of the green marketing mix implemented by The Body Shop Indonesia on brand loyalty, with brand image, brand trust, and brand love as mediating variables. The researcher used a quantitative approach with a purposive sampling method to conduct this study. An online survey was conducted on 297 individuals who have purchased The Body Shop products more than three times and are domiciled in Bandung and Jabodetabek areas. The survey data were analyzed using PLS-SEM. The results indicate that green product, green price, and green promotion have a positive influence on brand image, brand image has a positive influence on brand trust, brand love and brand loyalty, also brand trust and brand love have a positive influence on brand loyalty. However, green place has no positive influence on brand image. The findings of this research will be beneficial to marketers as it provides insights into the green marketing mix in enhancing brand loyalty.