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All Journal Ecobisma (Jurnal Ekonomi, Bisnis dan Manajemen)
Wisnuwardhana Surya Adriansyach
Universitas Negeri Surabaya
Economics, Econometrics & Finance

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EXAMINING THE EFFECT OF GREEN MARKETING ON CUSTOMER LOYALTY: THE MEDIATING ROLE OF CUSTOMER SATISFACTION Wisnuwardhana Surya Adriansyach; Muhammad Fajar Wahyudi Rahman; Fresha Kharisma; Dhiyan Septa Wihara
ECOBISMA (JURNAL EKONOMI, BISNIS DAN MANAJEMEN) Vol 13, No 2 (2026): ECOBISMA
Publisher : Published by the Faculty of Economics and Business, University of Labuhanbatu, North Sumat

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.36987/ecobi.v13i2.9383

Abstract

PURPOSE - This study examines the impact of green marketing on consumer loyalty, with consumer satisfaction acting as a mediating variable among customers of The Body Shop categories Body Mist products in Surabaya. The study is based on the growing importance of sustainable business practices in influencing consumer behavior in the cosmetics industry.METHODOLOGY - This research employs a quantitative approach using Structural Equation Modeling–Partial Least Squares (SEM-PLS) as the data analysis technique. The sample consists of 150 respondents selected through purposive sampling. Data were collected using structured questionnaires designed to measure green marketing, consumer satisfaction, and consumer loyalty variables.FINDING - The results indicate that green marketing has a positive and significant effect on both consumer satisfaction and consumer loyalty. Sustainable practices such as recyclable packaging, animal-free campaigns, refill programs, and environmentally supportive marketing activities contribute to positive consumer perceptions and stronger emotional connections with the brand. Furthermore, consumer satisfaction significantly influences consumer loyalty and acts as a mediating variable in the relationship between green marketing and consumer loyalty. These findings imply that implementing sustainable marketing strategies can serve as a key competitive advantage in enhancing long-term consumer loyalty in the cosmetics sector
Co-Authors Dhiyan Septa Wihara Fresha Kharisma Muhammad Fajar Wahyudi Rahman