Please take a moment to complete this survey below
Library's collection Library's IT development CancelThe growing number of cosmetics brands force them to compete each other
to gain customers' attention by implementing right marketing strategy, which is
marketing mix. However, due to fear of environmental issues, consumers demand
products that are produced in environmental friendly way; hence environmental
aspects are important to determine purchase intention. One of well-known green
cosmetics brands is The Body Shop (TBS). Therefore, this research is aimed to find
out the impact of marketing mix, environmental knowledge, environmental concern,
and environmental attitude towards purchase intention.
This research is conducted by distributing questionnaires to people in
Surabaya who have ever bought TBS in the store. The data was analyzed using
Multiple Linear Regression Analysis. The result indicates marketing mix,
environmental knowledge, concern, and attitude simultaneously have significant
influence towards TBS's purchase intention in Surabaya. Partially only price;
promotion, environmental' knowledge, concern, and attitude have significant
influence towards purchase intention whereby environmental attitude is the most
significant factor influencing purchase intention.