Pembentuk Green Brand Love pada Merek Kecantikan Ramah Lingkungan
DOI:
https://doi.org/10.47747/snfmi.v1i.1501Keywords:
green brand image, green band attitude, green band trust, green brand personality,, green brand loveAbstract
Current developments show that consumers are becoming more aware of environmentally friendly products.
Companies are producing various kinds of environmentally friendly products. One of them is environmentally
friendly cosmetic products. This study aims to see the most significant influence that forms green brand love on
green cosmetic products. The research respondents totaled 230 people, with data collection using online research.
The data collection method uses purposive sampling to test the hypothesis using Structural Equation Modeling
(SEM) with Smart-PLS tools. The results showed that green brand image influences green brand love, green brand
attitude, green brand personality, and green brand trust. In the mediating variable, green brand attitude and green
brand trust influence green brand love. Meanwhile, green brand personality does not affect green brand love. The
results of this study provide information that green brand personality related to consumer characteristics needs to
be a concern for companies.
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