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

Utami, Ch. Whidya; Teofilus; Somawiharja, Yohannes; Tanan, Antonius; Salsabila, Aisyah; Ernantyo, Yosef Evandro; Tsai, Chia Han (Universitas Brawijaya, 2022)

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 ...