Pembentuk Green Brand Love pada Merek Kecantikan Ramah Lingkungan

Abstract

Current developments show that consumers are becoming more aware of environmentally friendly products. Companies are producing various kinds of environmentally friendly products. One of them is environmentallyfriendly cosmetic products. This study aims to see the most significant influence that forms green brand love ongreen cosmetic products. The research respondents totaled 230 people, with data collection using online research.The data collection method uses purposive sampling to test the hypothesis using Structural Equation Modeling(SEM) with Smart-PLS tools. The results showed that green brand image influences green brand love, green brandattitude, green brand personality, and green brand trust. In the mediating variable, green brand attitude and greenbrand trust influence green brand love. Meanwhile, green brand personality does not affect green brand love. Theresults of this study provide information that green brand personality related to consumer characteristics needs tobe a concern for companies.