<![CDATA[This study aims to analyse the effect of green products and brand image on consumers' purchasing decisions regarding The Body Shop products in Cirebon City. The PLS-SEM analytical method is used in this quantitative study. The research subjects are consumers who are aware of, exposed to information about, or have used The Body Shop products. The sampling technique uses purposive sampling with a total of 120 participants. An assessment that uses a five-point Likert scale was used to gather data. The findings revealed that green products had a positive and significant effect on consumer purchasing decisions. Brand image was also found to have a positive and significant effect on purchasing decisions, and demonstrated a more dominant influence than green products. The R-Square value of 0.568 indicates that both variables are capable of explaining 56.8% of the variation in purchasing decisions. These results demonstrate that developing eco-friendly products alongside consistent brand image reinforcement can enhance consumer purchasing decisions.]]>
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