How Important Is Green Marketing Mix For Consumer? Lesson From The Body Shop

Idqan Fahmi Siti Sarah Chairunnisa

29 citations0/0 files storedJurnal Manajemen

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Environmental Sustainability in Business Consumer Behavior and Marketing Influence Sustainable Supply Chain Management

Abstract

The increasing of consumer needs for cosmetics must be balanced with the care of environmental issues through marketing activities (green marketing). The green marketing concept can be applied in every element of marketing mix comprehensively. The Body Shop is one of the pioneer in cosmetic companies implementing the green marketing mix. The purpose of this study to analyze the effect of green marketing mix towards consumer satisfaction and loyalty. Selected respondents are the consumer who visit the store at least two times within the last six months and above 17 years old. The analysis method used is Structural Equation Modeling (SEM) by SMART PLS software. The result of this study indicate that green marketing mix’s effect towards loyalty through consumer satisfaction is higher than green marketing mix’s effect towards loyalty directly.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 29 citations exist upstream.

References

2011Transformative green marketing: Impediments and opportunities 2007An integrated model of price, satisfaction and loyalty: an empirical analysis in the service sector 1995Manajemen Pemasaran : Analisis, Perencanaan, Implementasi Dan Pengendalian 2000An Analysis of the Wealth Effects of Green Marketing Strategies 2016State of green marketing research over 25 years (1990-2014)2016The Relationship Between Marketing Mix And Customer Loyalty In Hijab Industry: The Mediating Effect Of Customer Satisfaction 2012Customer Relationship Management: A Global Perspective 2016Green Marketing: A Case Study of the Sub-Industry in Turkey

Cited by

2025Green Cosmetics—The Effects of Package Design on Consumers’ Willingness-to-Pay and Sustainability Perceptions

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.