The Influence of Bring Back Our Bottle Program on The Body Shop Indonesia Brand Image, Brand Trust, Brand Love and Brand Loyalty Salma Azzahra

Abstract

Plastic waste causes global warming and environmental devastation. Changing individual and business viewpoints and lifestyles have increased environmental knowledge and concern. Many companies label their products with eco-labels and advertise their environmental friendliness. This includes a beauty business. The Body Shop is one of the players in the beauty industry which is famous as one of the well-known environmentally friendly brands. One of their Corporate Social Responsibility (CSR) program, Bring Back Our Bottle (BBOB) teaches consumers and the public to be responsible for plastic packaging to prevent environmental waste by encouraging them return empty packaging to the store. However, with the passage of time, more beauty brands have been established in Indonesia. Therefore, the BBOB program must be done effectively and efficiently in order for The Body Shop Indonesia to keep up and compete with other beauty brands. This study will examine how the BBOB program influenced the brand image, brand trust, brand love, and brand loyalty of The Body Shop Indonesia. To validate the hypothesis from the previous study and answer the research questions, a quantitative approach by online survey was conducted among 293 respondents of women and men in Indonesia who have used or buy The Body Shop product and have participated in BBOB program by returning empty packaging to the sore, and PLS-SEM was used to analyze the relationship between the variables. The result indicates that CSR has significant and positive influence towards brand image, brand image has significant and positive influence towards brand love and brand trust, and brand love and brand trust has significant and positive influence toward brand loyalty. However CSR and brand image does not have direct positive influence towards brand loyalty. The findings of this study will be useful to marketers since this study provides in-depth practical information on how CSR may enhance Brand Loyalty through Brand Image, Brand Love, and Brand Trust.