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