Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 2 (2026): Musytari: Neraca Manajemen, Akuntasi, dan Ekonomi, ISSN 3025-9495
Articles

PERAN GREEN MARKETING PADA THE BODY SHOP

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  • Dinda Thalia Trianita Putri,
  • Helin Garlinia Yudawisastra
Dinda Thalia Trianita Putri
Universitas Muhammadiyah Bandung
Helin Garlinia Yudawisastra
Universitas Muhammadiyah Bandung

Published 2026-01-30

Keywords

  • Green Marketing,
  • The Body Shop,
  • Brand Image,
  • Purchase Decision,
  • Environmental Awareness

How to Cite

PERAN GREEN MARKETING PADA THE BODY SHOP. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(2), 5051-5060. https://cibjournal.com/index.php/musytari/article/view/7420

Abstract

The increasing public awareness of environmental issues has driven changes in consumer behavior in choosing products, including cosmetic products. This condition makes green marketing an important strategy for companies to attract and retain consumers who are concerned about sustainability. This study aims to analyze the role of green marketing at The Body Shop in shaping brand image, consumer attitudes, and purchase decisions. The research method used is a qualitative approach through a literature review by examining various sources, including national and international journals, textbooks, and scientific publications relevant to green marketing and consumer behavior. The results indicate that the consistent implementation of green marketing by The Body Shop, through the use of natural ingredients, cruelty-free policies, waste management programs, and social and environmental campaigns, is able to build a positive green brand image, increase consumer trust, and encourage favorable attitudes and purchase decisions. In addition, consumer involvement in the company’s environmental programs plays an important role in strengthening long-term relationships between consumers and the brand. This study concludes that green marketing is an effective and relevant strategy for The Body Shop in responding to changing consumer behavior that is increasingly concerned with environmental sustainability.

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