<![CDATA[Purpose – This study aims to examine the effects of green brand image, green perceived value, and green product quality on customer loyalty among consumers of The Body Shop in Malang City. Design/methodology/approach – This study employs a quantitative explanatory research design to analyze the causal relationships among green brand image, green perceived value, green product quality, and customer loyalty. Data were collected from 202 respondents selected using a purposive sampling technique. The respondents were consumers aged at least 17 years who have purchased or used The Body Shop products more than twice. The data were analyzed using multiple linear regression, supported by validity, reliability, and classical assumption tests, as well as F-test and t-test procedures. All analyses were conducted using IBM SPSS Statistics 25.0. Findings – The results indicate that green brand image, green perceived value, and green product quality each have a positive and significant effect on customer loyalty. These findings suggest that environmentally oriented brand perception, value, and product quality play an important role in strengthening consumer loyalty in the green cosmetics industry. Originality/value – This study contributes to green marketing and consumer loyalty literature by integrating green brand image, green perceived value, and green product quality as determinants of customer loyalty in the context of an international green beauty brand in Indonesia. The findings provide practical implications for companies in strengthening sustainability-based branding strategies to enhance long-term customer loyalty.]]>
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