<![CDATA[Purpose – This study aims to examine the effects of green marketing and customer experience on customer loyalty among The Body Shop consumers in Jakarta. Design/Methodology/Approach – This study employed a quantitative explanatory research design. Data were collected from 200 The Body Shop consumers in Jakarta selected using a non-probability purposive sampling technique. The collected data were analyzed using multiple linear regression to examine the effects of green marketing and customer experience on customer loyalty. Findings – The results indicate that green marketing and customer experience have positive and significant effects on customer loyalty. These findings suggest that consumers’ perceptions of environmental responsibility and positive brand experiences, including enjoyable, memorable, and expectation-exceeding interactions, are important factors in strengthening long-term customer loyalty. Originality/Value – This study contributes to the sustainable marketing and customer relationship literature by integrating green marketing and customer experience as determinants of customer loyalty within the cosmetic industry context. The findings provide practical insights for environmentally oriented brands by demonstrating that sustainability initiatives combined with meaningful customer experiences can enhance customer retention and long-term competitive advantage.]]>
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