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Should Your Brand Go Sustainable: The Case of Skincare Brand in Indonesia

Author

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  • Andreas Reynara Prasidha Putra

    (Bina Nusantara University, Indonesia)

  • Putu Devi Anjani Putri

    (Bina Nusantara University, Indonesia)

  • Rini Setiowati

    (Bina Nusantara University, Indonesia)

Abstract

Nowadays, sustainability is a common issue among Indonesians. Many brands go sustainable to grab the green community into buying their products, no exception for skincare products. Furthermore, skincare is now a must-have essential for everyone, which makes skincare brands consider going sustainable; using green marketing techniques could also increase customers’ perceived quality and, at the same time, reduce perceived risk, which will directly affect customer loyalty. This research used a quantitative approach through an online survey with 149 sustainable skincare customers. Researchers found that Sustainable perceived risk significantly impacts customer trust, customer trust also significantly impacts customer loyalty, and sustainable perceived quality significantly impacts customer loyalty. Furthermore, the country of origin factor significantly affects sustainable perceived quality’s impact on customer trust positively.

Suggested Citation

  • Andreas Reynara Prasidha Putra & Putu Devi Anjani Putri & Rini Setiowati, 2024. "Should Your Brand Go Sustainable: The Case of Skincare Brand in Indonesia," European Journal of Business and Management Research, European Open Science, vol. 9(4), pages 8-14, June.
    • Handle: RePEc:epw:ejbmr0:v:9:y:2024:i:4:id:52382
    DOI: 10.24018/ejbmr.2024.9.4.2382
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