The Effect of Green Brand Positioning on Green Repurchase Intention Through Attitude Toward Green Brand (Study on The Body Shop in Bandung City) Bandung)
(Study on The Body Shop in Bandung City Bandung)
Abstract
Environmental issues are now a concern in various industrial sectors, especially related to plastic waste. The cosmetics and skincare industry is one of the biggest contributors. The Body Shop is one of the cosmetic and skincare brands that cares about environmental sustainability by creating environmentally friendly products. The Body Shop is active in campaigning for environmental issues by producing environmentally friendly, natural-based goods. This study aims to determine the extent of the influence of green brand positioning on green repurchase intention through attitudes towards green brands among The Body Shop consumers in Bandung City. This study uses a quantitative method that includes various tests such as validity, reliability, and hypothesis testing. The sample was selected using a non-probability sampling method with a purposive sampling strategy. The respondents of this study were The Body Shop customers who live in Bandung City and have purchased The Body Shop products before, with a total of 108 samples. The results of the study showed that the Green Brand Positioning variable has a positive and significant influence on the Attitude Toward Green Brand variable. In addition, the Attitude Toward Green Brand variable also has a positive and significant influence on the Green Repurchase Intention variable. The Green Brand Positioning variable was also proven to have a positive and significant influence on the Green Repurchase Intention variable. Keywords-green marketing, green brand positioning, attitude toward green brand, green repurchase intention
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References
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