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
References
Adiputra, I. G., Nataherwin, & Aoleria, K. (2023). The Effect of Environmental Concern and Attitude of Toward
Green Brand on Green Purchase Intention: Evidences in Milenial Generations in Jakarta. Archives of
Business Research, 11(8). 48-59. http:// doi:10.14738/abr.118.15183
Agustiningsih Y., & Yusiana R. (2019). Pengaruh Green Brand Knowledge dan Attitude Toward Green Brand
Terhadap Green Purchase Intention di Restoran Kehidupan Tidak Pernah Berakhir Kota Bandung Tahun
e-Proceeding of Applied Science, (5)3, 1859-1868. Universitas Telkom.
Agustiyani, (2023). The Body Shop Bangkrut di Banyak Negara, Bagaimana di Indonesia?. Katadata.
Amin, R. H. (2022). Kontribusi The Body Shop dalam Mengurangi Pencemaran Sampah Plastik. Kompasiana.
Baiquni, M. A., & Ishak A. (2019). The Green Purchase Intention Of Tupperware Products: The Role Of Green
Brand Positioning. Jurnal Siasat Bisnis. (23)1. 1 - 1 4. http:// doi: 10.20885/jsb.vol23.iss1.art1
Brillian, P. A. (2022), Nggak Mau RI Tertimbun Sampah Plastik, Industri Lakukan Ini. Detik Finance.
Budiastuti, D., & Bandur, A. (2018). Validitas dan Reabilitas Penelitian Dilengkapi Analisis dengan NVIVO, SPSS
dan AMOS. Mitra Wacana Media. Jakarta.
Cahyanti, N. P. I., & Ekawati, N. W. (2021). Green Trust Memediasi Green Perceived Value Dan Green Perceived
Risk Terhadap Green Repurchase Intention. E-Jurnal Manajemen. (10)12. 1325-1346.
https://doi.org/10.24843/EJMUNUD.2021.v10.i12.p04
Campbellrigg, (2024). A Brand Strategy For The Health & Beauty Retail Pioneer, The Body Shop.
Diskominfo Kota Bandung, (2023). Hadirkan Kualitas Udara Sehat, Pemkot Bandung Gelorakan Gerakan
Penghijauan. PORTAL JABARGOPROVID. https://jabarprov.go.id/berita/hadirkan-kualitas-udara-sehatpemkot-bandung-gelorakan-gerakan-penghijauan-10021.
Farahrozi, F., & Verinita. (2020). Pengaruh Awareness Of Green Product, Price, Dan Brand Image Terhadap
Keputusan Pembelian Green Product The Body Shop Di Kota Padang. Jurnal Ekonomi dan Bisnis.
Felicia, A. (2023). Pengaruh Green Brand Positioning, Attitude Toward Green Band, Green Band Knowledge,
Celebrity Endorsement, Packaging of Product dan Price Terhadap Green Product Purchase Intention
(Studi Penelitian pada Brand Innisfree). Skripsi pada Sekolah Tinggi Ilmu Ekonomi, Indonesia Banking
School.
Firdaus, M. F. R. (2021). Pengaruh Green Brand Knowledge Dan Attitude Toward Green Brand Terhadap Green
Purcashe Intention Pada Produk Tropicana Slim Di Kota Bandung. Skripsi pada Universitas Telkom.
Ghozali. I. (2021). Partial Least Squares Konsep Teknik dan Aplikasi. Badan Penerbit Universitas Diponegoro.
Semarang.
Hanifah, Z. R. (2022). Pengaruh Green Marketing Terhadap Repurchase Intention Pada The Body Shop Bandung.
Skripsi pada Universitas Telkom.
Hilmawan, E., (2019). Pengaruh Green Brand Positioning, Green Brand Attitude, Green Brand Knowledge
Terhadap Green Purchase Intention. Jurnal Manajemen Bisnis dan Kewirausahaan, (3)2, 110-115.
Universitas Tarumanegara.
Kasmir. (2022). PENGANTAR METODOLOGI PENELITIAN UNTUK ILMU MANAJEMEN, AKUNTANSI,
DAN BISNIS. Rajawali Pers. Depok.
Kompas. (2023). Selamatkan Bumi dengan
Lestari, I & Fitriani, D. R. (2021). Green Marketing and Green Brand Image on Users-Attitudes of The Body Shop
Indonesia. International Journal of Science, Technology & Management.
https://doi.org/10.46729/ijstm.v2i6.378
Media Indonesia. (2023). KLHK: 67% Konsumen Pilih Produk Ecofriendly
https://mediaindonesia.com/humaniora/580161/klhk-67-konsumen-pilih-produk-ecofriendly
Montano, S., (2024). The Body Shop – What Whent Wrong ?. University of Birmingham.
https://www.birmingham.ac.uk/news/2024/the-body-shop-what-went-wrong#.
Natural Cosmetic Lovers, (2024). The Body Shop Segmentation and Competitors.
Pebrianti, W., & Aulia, M. (2021). The Effect of Green Brand Knowledge and Green Brand Positioning on
Purchase Intention Mediated by Attitude Towards Green Brand: Study on Stainless Steel Straw Products by
Zero Waste. Jurnal Dinamika Manajemen, 12 (2), 201-214.
Pratama, A. R. I. (2023). Minat Beli Hijau: Dampak Attitude Toward Green Brand dan Green Brand Knowledge
Pada Produk Danone Indonesia. Skripsi pada Universitas Telkom.
Putri, N. C. (2021). Di Balik Ancaman Limbah Skincare dan Kosmetik, Ini yang Bisa Kita Lakukan. Kompas.
Resty, Y. O. (2023). Peran Attitude Toward Green Product Dalam Memediasi Pengaruh Environment Concern Dan
Health Consciouness Terhadap Repurchase Intention. Skripsi pada Universitas Islam Sultan Agung.
Rohmah, D. S., & Tobing, R. P. (2023). Pengaruh Green Marketing dan Brand Awareness terhadap Purchase
Decision pada The Body Shop. Business and Investment Review, 1(4), 15–24.
https://doi.org/10.61292/birev.v1i4.37
Sahda, A. Ashiawati, Y., & Weishaguna. (2023). Kajian Penyediaan Ruang Terbuka Hijau dalam Mewujudkan Kota
Ramah Lingkungan di Kecamatan Gedebage Kota Bandung. https://doi.org/10.29313/bcsurp.v3i2.7916
Santosa, P. I. (2018). Metode Penelitian Kuantitatif-Pengembangan Hipotesis dan Pengujiannya Menggunakan
SmartPLS. ANDI. Yogyakarta.
Setyarini, E. Y., MS, M.,& Pandjaitan, D. R. H. (2022). The Impact of Green Brand Positioning, Green Brand
Knowledge and Attitude Toward Green Brand on Green Product Purchase Intention in Unilever Products,
Indonesia. The Internasional Journal of Business & Management. (10)3. 36-43. http://doi:
24940/theijbm/2022/v10/i3/BM2203-012
Silalahi, U. (2018). Metodologi Analisis Data dan Interpretasi Hasil untuk Penelitian Sosial Kuantitatif. Refika
Aditama. Bandung.
Situmorang, T. P. et al. (2021). Brand Positioning and Repurchase Intention: The Effect of Attitude Toward Green
Brand. Journal of Asian Finance, Economics and Business. 8(4). 491–499.
http://doi:10.13106/jafeb.2021.vol8.no4.0491
Statista, (2023). Total Revenue Generated By The Body Shop Worldwide From 2016 to 2022.
https://www.statista.com/statistics/1005248/the-body-shop-revenue-worldwide/.
Sudaryono. (2017). METODOLOGI PENELITIAN. Rajawali Pers. Yogyakarta.
Sugiyono. (2016). METODE PENELITIAN. Kuantitatif, Kualitatif dan R&D. Alfabeta. Bandung.
Sujarweni, V. W. (2015). Metodologi Penelitian Bisnis & Ekonomi. Pustaka Baru Press. Yogyakarta.
Sunyoto, D. (2013).
Yogyakarta.
Swarjana, I ketut. (2022). Populasi-Sampel, Teknik Sampling & Bias Dalam Penelitian (Ed. 1). Yogyakarta: Andi.
Top Brand Award, (2024). Top Brand Inde Fase 1 2024. https://www.topbrand-award.com/top_brand_inde.
Tristiani R. I., Amanda D., & Dharmoputro S. (2019). Pengaruh Green Brand Positioning, Attitude Toward Green
Brand dan Green Brand Knowledge Terhadap Green Purchase Intention Pada Motor GESITS di Kota
Jakarta. e-Proceeding of Management, (6)1, 357-361. Universitas Telkom.
Wahyuningtyas, L., & Artanti Y. (2020). Pengaruh Green Brand Positioning dan Green Brand Knowledge Terhadap
Green Purchase Intention Melalui Sikap Pada Green Brand Sebagai Variabel Mediasi. Jurnal Muara Ilmu
Ekonomi dan Bisnis, (4)2, 320-329. Universitas Negeri Surabaya.
Yam, H. J., & Taufik, R. (2021). Hipotesis Penelitian Kuantitatif. Jurnal Administrasi, (3)2. 96-
