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

Siti Sarah Chairunnisa, Idqan Fahmi, Siti Jahroh

doi:10.24912/jm.v23i2.504

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.

Highlights

The cosmetic industry has become one of the main industrial sector in Indonesia, becoming one of the primary needs for both men and women
This study looks at the effect of the green marketing implemented by The Body Shop through green marketing mix
The research results showed that the effect of green marketing mix on consumer satisfaction has been positive on the real level of 0.05

Summary

Introduction

The cosmetic industry has become one of the main industrial sector in Indonesia, becoming one of the primary needs for both men and women. This phenomenon has gained the government’s intention, represented by the gradually increasing number of the sales rate of cosmetic products in Indonesia for years. Fullfilling a consumer’s demand on the increasing cosmetic products has to be balanced with the management of the global environment issue. This is an important factor for the companies regarding their sustainability, as the impacts of their business activities towards the natural preservation must be considered. Consumers these days are much smarter in choosing environmeantally friendly products

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Conclusion