September 10, 2025Edelweiss Applied Science and TechnologyOpen Access

Building green loyalty through sustainable marketing: Evidence from generation Z consumers in the Bandung-Indonesian cosmetics market

View Full Paper

Ask AI

Bookmark

Authors

MPMelati Wahyudina PutriTelkom University MPMahir PradanaTelkom University AWArry WidodoTelkom University

Discussion

Member takes

Implication

Observational analysis shows green marketing enhances brand image and trust in Generation Z consumers, indicating industry shift toward sustainability.

Key Points

Green marketing strategies significantly increase consumer loyalty through improved green brand image, trust, and satisfaction.
Findings indicate green brand image was most influenced by marketing tactics, achieving a β of 0.638.
Survey research engaged 435 customers of The Body Shop, utilizing structural equation modeling for analysis.
Highlights the need for cosmetics brands to prioritize sustainable practices to enhance consumer relationships.

Cite This Study

Putri et al. (2025) studied this question.

synapsesocial.com/papers/68c2416eb210217d6479ea95 https://doi.org/10.55214/25768484.v9i7.8875

View Full Paper

Ask AI

Bookmark

Implication

Observational analysis shows green marketing enhances brand image and trust in Generation Z consumers, indicating industry shift toward sustainability.

Building green loyalty through sustainable marketing: Evidence from generation Z consumers in the Bandung-Indonesian cosmetics market

Discussion

Member takes

Implication

Key Points

Cite This Study

Building green loyalty through sustainable marketing: Evidence from generation Z consumers in the Bandung-Indonesian cosmetics market

Discussion

Member takes

Implication

Key Points

Cite This Study

Also Consider

Also Consider