Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia

Research Article

Effect of Green Marketing and Corporate Social Responsibility on Brand Image of the Cosmetic Brands

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  • @INPROCEEDINGS{10.4108/eai.10-8-2022.2320832,
        author={Hudyah Astuti Sudirman and Satryawati  Satryawati},
        title={Effect of Green Marketing and Corporate Social Responsibility on Brand Image of the Cosmetic Brands},
        proceedings={Proceedings of the 3rd International Conference of Business, Accounting, and Economics, ICBAE 2022, 10-11 August 2022, Purwokerto, Central Java, Indonesia},
        publisher={EAI},
        proceedings_a={ICBAE},
        year={2022},
        month={8},
        keywords={green marketing csr brand image},
        doi={10.4108/eai.10-8-2022.2320832}
    }
    
  • Hudyah Astuti Sudirman
    Satryawati Satryawati
    Year: 2022
    Effect of Green Marketing and Corporate Social Responsibility on Brand Image of the Cosmetic Brands
    ICBAE
    EAI
    DOI: 10.4108/eai.10-8-2022.2320832
Hudyah Astuti Sudirman1,*, Satryawati Satryawati2
  • 1: Universitas Muhammadiyah Kalimantan Timur
  • 2: Politeknik Negeri Samarinda
*Contact email: has386@umkt.ac.id

Abstract

The study aims to investigate that influence green marketing and CSR on brand image of the cosmetic brands. The survey questionnaires were administered to 132 research respondents using various cosmetic brands. The Structural Equation Model-Partial Least Square (SEM-PLS) technique was adopted using SmartPLS version 3. The findings shows that corporate social responsibility and green marketing have a positive and significant impact on the brand image of the cosmetic companies. Through this paper, cosmetic companies can gauge the behavior of potential customers. Academics can utilize this study to do additional research by using green marketing as a predictor of brand image. Empirically, this study contributes to our understanding of green marketing