The Influence of Green Marketing Mix on Brand Image and Purchase Decision of Eco-Friendly Cosmetic Products

Abstract

Lumna is a company with an interest in developing cosmetics with eco-friendly ingredients and packaging. Lumna requires a suitable marketing strategy to create and market eco-friendly cosmetic brand and product. Consequently, this investigation aims at examining the influence of a green marketing mix on brand image and purchasing decisions for eco-friendly cosmetics. The approach of the study is a quantitative that use survey method by distributing online questionnaires. Descriptive Statistic and Multiple Linear Regression (MLR) were used to analyze the data. This study's sample consisted of 376 female respondents aged 17 to 25 from Jabodetabek and Bandung who have purchased or used eco-friendly cosmetic products and are environmentalists. The sample was selected using a technique called purposive sampling. The results indicated that the green marketing mix consisting of a green product, a green price, a green place, and a green promotion had a significant and positive influence on the brand image and purchasing decisions of eco-friendly cosmetic products simultaneously and partially. Green promotion is the green marketing mix element with the most significant influence. If properly implemented, a company's green marketing mix is an effective strategy for establishing an image as a brand and influencing consumers' decisions to purchase eco-friendly products.