Track: Business Management

Abstract

Recently, the issue of environmental preservation has become an international topic of discussion. Amid the severe environmental conditions that occur, awareness has emerged in the community about environmental preservation, which is marked by the emergence of organizations and movements that care for the environment such as Green Peace, Earth Hour, and Go Green. One of the products that are beneficial to consumers but, on the other hand, is also a source of pollution to the environment is cosmetics. The Body Shop is one of the companies in Indonesia that has pioneered green marketing. Therefore, the purpose of this study is to analyze what factors build consumer Green Brand Awareness on The Body Shop products.

This research uses descriptive quantitative methods. The population in this study is the consumers of The Body Shop products who live in Bandung. The sampling technique in this study is non-probability sampling with purposive sampling technique with a sample of 100 respondents

Based on the research results, it can be concluded that the respondent's responses to the green brand awareness variable have a percentage of 75.5%, which is in a good category. The results of this study generate two new factors called the product perception factor and company perception. The most dominant factor is the product perception factor with a variance value of 61.230 and the second component has a variance value of 10.322.