The drivers of green brand equity: green brand image, green satisfaction, and green trust of THE BODY SHOP INDONESIA.

Joo, Cheung Lin and Tjhie, Evelyn and Jaikishin, Rahul Kumar (2020) The drivers of green brand equity: green brand image, green satisfaction, and green trust of THE BODY SHOP INDONESIA. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

This study aims to determine the positive effects of green brand image, green satisfaction and green trust on green brand equity of The Body Shop Indonesia. The sales of green products have dramatically increased over the years. The Body Shop has been participating in green campaigns since when the company was founded. However, looking at the exploratory survey result, it was found that the majority of Universitas Pelita Harapan students are not familiar with the green campaign/programs of The Body Shop, even though they consider the importance of green campaign itself. The actual research was conducted on 180 respondents with a data collection method using a questionnaire. The sampling technique was by using non-probability purposive sampling. The subject of this research are the people who are over the age of 17 years old and have experience in using products from The Body Shop. Data is processed using validity, reliability, and statistical analysis. Data processing is performed using SmartPLS software. The results of the study indicate that green brand image does not have a positive impact on green brand equity. However, green brand image when mediated by green satisfaction and green trust does have a positive impact on green brand equity. References: (2000-2020) Keywords: Green brand equity, green brand image, green satisfaction, green trust

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