Analysis of the Sustainable Development Goals (SDGs) The Influence of the Green Marketing Mix and Green Product Quality on Purchase Decisions (A Study of Consumers of The Body Shop Skincare Products in Bandung)
Keywords:
Green Marketing Mix, Green Product Quality, Purchase Decision, SDGs, The Body ShopAbstract
Abstract. Sustainability has become a global priority under the Sustainable Development Goals (SDGs), especially Goal 12 on Responsible Consumption and Production, encouraging businesses to embrace greener practices as consumer environmental awareness rises. Yet prior studies remain inconsistent about how effective green marketing mix actually is in driving purchase decisions, and The Body Shop, a pioneer of sustainable cosmetics in Indonesia, now faces growing competition from rival green beauty brands in Bandung, raising doubts about whether its green marketing mix and product quality still shape consumer choices effectively. This study investigates the effect of green marketing mix and green product quality on purchase decisions among The Body Shop consumers in Bandung. Using multiple linear regression with 207 respondents, results show green marketing mix has no significant effect on purchase decisions H1, while green product quality significantly and positively affects purchase decisions H2 accepted, together, both variables significantly influence purchase decisions H3 accepted. These findings suggest Bandung consumers value product quality more than marketing tactics, implying sustainability strategies should emphasize tangible product improvements over promotion.
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