<![CDATA[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]]>
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