DO GREEN MARKETING MIX APPLICATIONS LEVERAGE PRODUCT PURCHASING DECISIONS? EVIDENCE FROM COSMETICS COMPANY IN INDONESIA

Abstract

In the era of globalization, the concern of disposable packaging waste is a priority. One of the leading cosmetics companies that raised a go-green campaign is The Body Shop. This study was conducted to determine the influence of a green marketing mix on purchasing decisions for The Body Shop products. This study aims to investigate the effect of a green marketing mix consisting of green products, green prices, green places, and green promotions on purchasing decisions, both simultaneously and partially.The method used in this study was quantitative. The sampling technique uses a non-probability sampling technique, namely purposive sampling. The samples used in this study were 385 people. The population in this study is consumers who have purchased The Body Shop products and already know about the green marketing campaign conducted by The Body Shop. This research uses various tests, descriptive analysis, and multiple linear regression analysis.Research results show that the results of simultaneous hypothesis testing demonstrate that applying a green marketing mix consisting of green product, green price, green place, and green promotion affect purchasing decision variables significantly. The results of partial hypothesis testing showed that green products, green places, and green promotions significantly affected purchasing decision variables, while green prices had no effect. The result found that the variables green product, price, place, and promotion influenced 43.8%. The study recommends the performance analysis at The Body Shop.