Abstract:
There is a negative effect on the environment from the increased use of skincare products. The
negative effect is plastic waste. This has made industry and society more worried about the
environment. Many industries in the beauty industry are beginning to adopt green marketing
strategies, and consumers are increasingly purchasing environmentally friendly products. That
is, when people become more aware, they also learn more about environmentally friendly
products. When people know more about these products, they have their own preferences
when choosing them, even when it comes to skincare products. The Body Shop is a skincare
company that implements a marketing strategy called "green marketing." The company's
activities are all based on green marketing principles. The purpose of this study was to
examine the influence of green consumer behavior, green brand awareness, and a green
lifestyle on The Body Shop skincare purchasing decisions. This study used a quantitative
method. To collect data, this study used a questionnaire that was distributed online using a
Google form and the location for distributing the questionnaire was Jabodetabek. In
determining the sample, the authors used a purposive sampling technique, in which the
respondents had used or purchased The Body Shop products, a sample of 113 respondents
were selected. Data analysis using IBM SPSS Version 25.0. The results of this study are Green
Consumer Behavior, Green Brand Awareness, and Green Lifestyle, each of which has a
positive and significant effect on purchasing decisions. Then, the value of the coefficient of
determination is 0.682, which means that 68.2% of purchasing decisions are influenced by
green consumer behavior, brand awareness and green lifestyle.
