Indonesian Consumers and The Green Marketing of Eco-Friendly Personal Care Products

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Published Dec 1, 2023
DOI https://doi.org/10.21632/kbi.5.2.141-166

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Andrea Renina Sudirja
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia
Bennett Aditya Sidik
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia
Rudy Handoko
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia
Alavi Ali
Program Studi Branding, Sekolah Bisnis dan Ekonomi, Universitas Prasetiya Mulya, BSD City Kavling Edutown L.1, Jl. BSD Raya Utama, Tangerang 15339, Indonesia

Abstract

This qualitative phenomenological study aims to explore the perceptions of Indonesian consumers towards eco-friendly personal care products and their attitudes towards green marketing strategies, particularly focusing on Love Beauty and Planet, a brand operating under a multinational company. To gather primary insights, this research conducts focus group discussions targeting two different age groups, namely millennials and Gen Z, who actively purchase and consume eco-friendly personal care products through various platforms such as e-commerce and offline stores, while being active users of popular social media platforms. By utilizing this approach, the study aims to provide valuable insights into consumers’ perceptions and attitudes towards eco-friendly personal care products and the effectiveness of green marketing strategies employed by brands like Love Beauty and Planet

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How to Cite
SUDIRJA, Andrea Renina et al. Indonesian Consumers and The Green Marketing of Eco-Friendly Personal Care Products. Kajian Branding Indonesia, [S.l.], v. 5, n. 2, p. 141-166, dec. 2023. ISSN 2721-2092. Available at: <https://journal.prasetiyamulya.ac.id/journal/index.php/kbi/article/view/1135>. Date accessed: 29 apr. 2024. doi: https://doi.org/10.21632/kbi.5.2.141-166.
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Issue
Vol 5 No 2 (2023): Kajian Branding Indonesia
Section
Articles
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