Kajian Branding Indonesia
Vol 5 No 2 (2023): Kajian Branding Indonesia

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

Sudirja, Andrea Renina (Unknown)
Sidik, Bennett Aditya (Unknown)
Handoko, Rudy (Unknown)
Ali, Alavi (Unknown)

Article Info

Publish Date
01 Dec 2023

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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Journal Info
Kajian Branding Indonesia
Website

Abbrev

kbi

Publisher

Universitas Prasetiya Mulya

Subject

Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

Description

KBI focuses on the dissemination of studies in the areas of creation, development, sustainability of brands, and areas where consumers process various perceptions related to products or services brands: - Logo - Naming and packaging - Branding and technology - Brand research methods - Brand metrics ...