NEGATIVE MARKETING IN THE COSMETICS INDUSTRY: THE EFFECT OF GREENWASHING PERCEPTIONS ON PURCHASE INTENTION THROUGH BRAND IMAGE

With the rise of the sustainable lifestyle movement, the Javanese people are becoming more aware of the need to buy environmentally friendly products, especially cosmetics. The facts in the field show that the company's marketing practices do not support the growing trend of buying eco-friendly cosm...

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Auteurs principaux:	Christina Whidya Utami, Teofilus Teofilus, Yohannes Somawiharja, Antonius Tanan, Aisyah Salsabila, Yosef Evandro Emantyo, Chia Han Tsai
Format:	Artigo
Langue:	Inglês
Publié:	University of Brawijaya 2022-08-01
Collection:	Jurnal Aplikasi Manajemen
Sujets:	greenwashing greenwashing perception brand image purchase intention
Accès en ligne:	https://jurnaljam.ub.ac.id/index.php/jam/article/view/2895
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