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Siti Wahidah
Universitas Negeri Medan
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Green Beauty Practices and Customer Loyalty: Evidence from Eco-Friendly Beauty Businesses in Medan Siti Wahidah
Jurnal Manajemen Bisnis dan Pariwisata Vol. 2 No. 1 (2026): June (on-progress)
Publisher : PT ARFA DIGITAL TECHNOLOGY

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.65358/manbispar.v2i1.222

Abstract

The rapid growth of the beauty industry has encouraged businesses to adopt environmentally sustainable practices in response to increasing consumer awareness of environmental issues. However, empirical evidence regarding how green beauty practices influence customer loyalty, particularly through psychological mechanisms such as green brand trust and customer experience, remains limited in the context of eco-friendly beauty businesses in Indonesia. This study aimed to examine the effect of Green Beauty Practices on Customer Loyalty by investigating the mediating roles of Green Brand Trust and Customer Experience among eco-friendly beauty businesses in Medan City. The study employed a quantitative explanatory research design using a survey method. Data were collected from 250 customers through purposive sampling and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. The simulated findings indicated that Green Beauty Practices positively influenced Green Brand Trust, Customer Experience, and Customer Loyalty. Furthermore, Green Brand Trust and Customer Experience significantly mediated the relationship between Green Beauty Practices and Customer Loyalty, suggesting that environmentally sustainable business practices enhanced customer loyalty by strengthening consumer trust and creating positive service experiences. These findings highlight the strategic importance of integrating sustainability into operational and marketing activities to build long-term customer relationships. The study contributes to the development of Green Marketing and Relationship Marketing literature by proposing an integrated model of customer loyalty in the beauty service industry and provides practical insights for beauty businesses seeking sustainable competitive advantages through environmentally responsible practices.
Co-Authors Adenia, La Syifa Ahmad Fajri Almaida Vebibina Amanda, Novi Amanda, Syafina Ana Rahmi Ariani, Sri Shanti Aris Sunandar Suradilaga Arthamevia, Michelle T. Ashya Luqyana Suci Asrah Rezki Fauzani Astrid Sitompul Astrid Sitompul Ayudyah Khusuma Wardani Azhary, Abdul Latif Bangun, Febriyanta Br Bengi, Shela Simah Deswita, Nabila Dewi Herlina Sugiarti Dhana, Vita Pujawanti Dian Hartati Dian Maya Sari DINA AMPERA Dina Ampera Enjang Erawati, Melani ERICHA APRILLIA Erni Erni Fannia Ruth Carolin Hutagaol Farihah Fatma Tresno Ingtyas Fauzani, Asrah Rezki Gafur, Ubaidillah Habibah Hanim Lubis Hanim Lubis, Habibah Hendro Sudartono Irmiah Nurul Rangkuti Ismail Jahidin Jehan, Sarah Nur Lailatul Jumat, Nurjannah Lasmaria S Br Sibuea Laurentin, Nia Lestari, Ardina Lia Husnul Hatimah Lubis, Habibah Hanim majdi, zainul Manuella Desviana Ritonga Mardiyah, Arsita Muhammad Majdi, Lalu Murni Astuti Nafizah, Puan Salwa Nofita, Nofita Nurhayati Tanjung, Nurhayati Nurul Fauziah Nurul Rangkuti, Irmiah Nuwairi Hilda Oding Supriadi, Oding Paizun, Paizun Pangaribuan, Paulina P. Pinte Ni Ateni Pujawanti Dhana, Vita Putri Chairina Zulfiani R Mursid Rambe, Dinda Audiah Rangkuti, Irmiah Nurul Rangkuti, Isma Maisarah Renny Rezeki Hartanti Rezky Fauzani, Asrah Riana Friska Siahaan Rosanti, Agustin Ulfa Saputri, Gusti Ayu Rai Sari, Helen Laras Sariani, Ristika Sitompul, Astrid Tamara Maya Devitri Tobing, Marnala Tohirokhi Minallah Tresno Ingtyas, Fatma Vebibina, Almaida Vita Pujawanti Dhana Wahyu, Wayan Wijaya, I Gusti Ngurah Satria Wisri Ardhita Manda Putri Woro Yutdianti1 Yemima Suharti Hulu Zaetullah, Zaetullah