Sustainable Marketing Strategy: Building Brand Image and Sustainable Purchase Intention in the Cosmetics Industry
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Abstrak
There has been a rise in consumer concern over the safety and sustainability of cosmetic ingredients. Despite the increasing demand for safe cosmetics, there is still limited exploration of the study exploring sustainable marketing variables and brand image on sustainable purchase intentions in the cosmetics industry. Sustainable marketing and brand image have also been lacking in studies when analyzed with multidimensional variables. This study employs a quantitative approach by evaluating responses from 721 respondents who are users of environmentally friendly cosmetics in Indonesia. Using SEM-PLS, the empirical findings reveal a significant positive influence among the three key variables: sustainable marketing, brand image, and sustainable purchase intention. The important theoretical contribution of this study is the multidimensional measurement of sustainable marketing variables (cultural, environmental, economic, and social) and brand image (functional, symbolic, and experiential) in the Indonesian cosmetics market. Managers need to proactively build sustainable marketing to establish trust in the company's environmental responsibility. Informative and engaging marketing campaigns can help consumers understand the importance of choosing environmentally friendly products and their positive impact on the environment. As consumer awareness of environmental issues grows, marketing strategies focused on sustainability will become increasingly relevant and crucial for brand success in this competitive market.
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