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All Journal Jurnal Intelektualita: Keislaman, Sosial, dan Sains Journal of Economic, Bussines and Accounting (COSTING) J-MAS (Jurnal Manajemen dan Sains) Jurnal Administrasi dan Manajemen Dinasti International Journal of Management Science Jurnal Ilmiah Edunomika (JIE) Ilomata International Journal of Management Management Studies and Entrepreneurship Journal (MSEJ) Journal of Management and Bussines (JOMB) International Journal Of Science, Technology & Management (IJSTM) Ilomata International Journal of Management International Journal of Marketing and Human Resource Research International Journal of Community Service Jurnal Abdimas Kartika Wijayakusuma Journal of Social Research Jurnal Inovasi Masyarakat Al-Kharaj: Jurnal Ekonomi, Keuangan & Bisnis Syariah El-Mal: Jurnal Kajian Ekonomi & Bisnis Islam Journal of Ekonomics, Finance, and Management Studies International Journal of Economics and Management Research
Hariyadi Triwahyu Putra
Universitas Jenderal Achmad Yani
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Journal : International Journal of Marketing and Human Resource Research

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The Effect of Green Packaging Perception on Green Customer Loyalty mediated by Green Customer Satisfaction on Avoskin Brand Cosmetic Products in Bandung City Mahendra, Serina Hesti; Putra, Hariyadi Triwahyu
International Journal of Marketing & Human Resource Research Vol. 6 No. 4 (2025): International Journal of Marketing and Human Resource Research
Publisher : Training & Research Institute - Jeramba Ilmu Sukses

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47747/ijmhrr.v6i4.2754

Abstract

This research seeks to empirically investigate the extent to which perceptions of environmentally friendly packaging affect consumer loyalty toward Avoskin cosmetic products. Green customer satisfaction is positioned as an intervening variable within the context of Bandung-based Generation Z students. The measurement instruments employed in this study demonstrated adequate levels of validity and reliability, thereby justifying their use in data collection. A total of 120 respondents, all of whom had previously purchased Avoskin products, constituted the sample. The analytical approach comprised both simple and multiple regression models, supplemented with a Sobel test to evaluate mediating effects. Findings indicate that perceptions of green packaging positively and significantly affect customer satisfaction and loyalty, with satisfaction also emerging as a significant predictor and mediator in this relationship. However, future research is advised to explore alternative constructs that may more directly drive green customer loyalty. This finding also opens up opportunities for future researchers to explore other concepts that directly affect green customer loyalty. This research offers practical benefits to Avoskin in designing a marketing strategy to enhance product quality and attract more consumers from Generation Z
Co-Authors Aldy Wijaya Alif Fajar Suhendar Andreas Tri Hermawan Sinulingga Anggraeni, Devita Dwi Azhari, Anisa Listia Azzam Muhammad Rizki Desi Riyanti Desmiza, Desmiza Dita Anggraeni Ernawadi, Yadi Esi Fitriani Komara Ghea Revina Wigantini Hanauli Junias Br. Sitorus Islami, Qhaerani Nurul Khairunnisa, Nur Fakhirah Mahendra, Serina Hesti Maulana Adam Pratama Milah, Irvan Saeful Muhamad Michael Atmaka Mulyawati, Ropita Ni Komang Prastiti Dewi Rahardianto Rahardianto Rio Sahrul Herdiansyah Rizki Firdaus Rosmini Ramli Sani Kautsar Ibadurrahman Sidiq, Muhamad Fazri Sumiyati, Euis Eti Surya Pratama Nugraha Syabania, Genya Hergina Syaira Nur Hafifah Yadi Yadi, Yadi Ernawadi Yulianti Situmorang, Shyfa Diana Zain, Nabilla Fawwaz