The Effect of Healthy Consciousness and Green Product Consciousness on Customer Loyalty of the Body Shop in Indonesia with Brand Strength as a Mediation Variable

Vincentius Hengki  Wijaya; Ramadania Ramadania; Heriyadi Heriyadi; Wenny Pebrianti

doi:10.55927/jfbd.v4i2.184

Authors

Vincentius Hengki Wijaya Universitas Tanjungpura
Ramadania Ramadania Universitas Tanjungpura
Heriyadi Heriyadi Universitas Tanjungpura
Wenny Pebrianti Universitas Tanjungpura

DOI:

https://doi.org/10.55927/jfbd.v4i2.184

Keywords:

Healthy Conscious, Green Product Conscious, Brand Strength, Customer Loyalty

Abstract

This study aims to analyze the relationship between Healthy Consciousness, Green Product Consciousness, Brand Strength, and Loyalty in the context of a sustainable marketing model. As consumer awareness of health and environmental issues increases, companies need to understand how these factors affect Brand Engagement and Customer Loyalty. The results show that Health Consciousness and Green Product Consciousness have a positive effect on Customer Loyalty, both directly and through Brand Strength as a mediating variable. Brand Strength has proven to be a crucial element in strengthening consumer loyalty to brands that focus on health and the environment. These results are encouraging companies, particularly in the beauty industry such as The Body Shop to consistently integrate sustainability values into their brand identity to increase loyalty amid growing consumer awareness trends.

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