KAJIAN PENERAPAN GREEN MARKETING DAN GREEN AWARENESS DAN DAMPAK PADA KEPUTUSAN PEMBELIAN PRODUK LOVE BEAUTY AND PLANET

Abstract

This study discusses the influence of green marketing and green awareness on purchasing
decisions of Love Beauty and Planet products. Green marketing is understood as a
company's effort to promote products by highlighting the values of sustainability and
environmental awareness. Meanwhile, green awareness refers to consumer awareness of
the importance of protecting the environment in daily consumption activities. The focus of
this study is to determine the extent to which the implementation of green marketing and
the level of consumer awareness of environmental issues influence their decisions in
purchasing products. The results of this study are expected to provide an understanding
of the important role of an environmentally friendly approach in shaping consumer
behavior and become input for companies in developing more sustainable marketing
strategies.