The Influence of Environmental Concern, Warm Glow, Utilitarian environmental Benefits, Self-Expressive Benefits, and Nature Experiences Toward Purchase Intention with The Mediation of Brand Attitude: The Case of The Body Shop

Abstract

The rise of consumer environmentalism changed the landscape of many industries around the world, including cosmetic industries. The Body Shop is one of the companies that implement green marketing in order to increase their sales and reputation, The researcher focus on the use of environmental concern, utilitarian environmental benefits, warm glow, self-expressive benefits and nature experiences in the green marketing strategy of The Body Shop. In this research, the researcher wants to examine whether environmental concern, utilitarian environmental benefits, warm glow, self-expressive benefits and nature experiences influence the brand attitude and purchase intention of The Body Shop brand. Moreover, this research also examines whether brand attitude mediates the relationship. The researcher has collected 99 valid data obtained from questionnaires distributed on google form. The data are analyzed with multiple linear regression and Sobel test. The result of the data analysis concluded environmental concern, utilitarian environmental benefits, warm glow, self-expressive benefits and nature experiences does influence brand attitude and purchase intention. Moreover, the result from the Sobel test concluded that brand attitude only mediated the relationship of environmental concern, utilitarian environmental benefits, self-expressive benefits and nature experiences toward purchase intention. In this research, the mediation of brand attitude is partial mediation. 

Keywords: Environmental Concern, Warm Glow, Utilitarian Environmental Benefits, Self-expressive Benefits, Nature Experiences