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Abstract
Introduction
The rapid growth of halal cosmetic consumption has forced companies to compete in the Indonesian market. Many halal cosmetic companies use modern strategies that involve environmental concerns.
Objectives
This study aims to analyze the role of perceived brand ethics and environmentally friendly packaging in influencing brand legitimacy through perceptions of brand integrity in halal cosmetics.
Method
This research used quantitative methods. The research population was users of halal cosmetics, so a sample of 200 respondents was obtained using nonprobability sampling techniques. The questionnaires were distributed with five-point Likert-scale measurements. The analysis technique used in this study was structural equation modeling using IBM SPSS AMOS.
Results
The results prove that perceived brand ethics and environmentally friendly packaging have a positive effect on perceived brand integrity. Perceived brand integrity has a positive effect on brand legitimacy and can mediate the influence of perceived brand ethics on brand legitimacy.
Implications
The implication of this research is that it is hoped that companies will continue to improve their brand ethics by continuing to comply with brand ethics laws. Furthermore, it can provide education to consumers regarding environmentally friendly cosmetics and increase brand integrity through communities such as halal cosmetic brands.
Originality/Novelty
This study contributes to the literature on halal cosmetics in Indonesia, one of the largest Muslim markets.
Article Details
Copyright (c) 2024 Intan Kemala Hidayat Kartasasmita, Kurniawati Kurniawati
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References
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Halim, M. R., & Maulana, A. (2023). Merdeka dari sampah, sebagai praktik sosial dalam kehidupan sosial masyarakat peduli sampah [Freedom from garbage, as a social practice in the social life of a community that cares about garbage]. Pastabiq : Jurnal Pengabdian Kepada Masyarakat, 2(1), 19–25. https://doi.org/10.56223/pastabiq.v2i1.40
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Hilgard, E. R. (1980). The trilogy of mind: Cognition, affection, and conation. Journal of the History of the Behavioral Sciences, 16(2), 107–117. https://doi.org/10.1002/1520-6696(198004)16:2<107::AID-JHBS2300160202>3.0.CO;2-Y
Hyder, N., & Amir, A. (2023). Impact of green packaging on consumers buying behavior: The mediating role of attitude. Interantional Journal of Scientific Research in Engineering and Management, 7(10), 1–11. https://doi.org/10.55041/IJSREM25741
Joshi, R., & Garg, P. (2021). Role of brand experience in shaping brand love. International Journal of Consumer Studies, 45(2), 259–272. https://doi.org/10.1111/ijcs.12618
Khan, A., Mohammad, A. S., & Muhammad, S. (2021). An integrated model of brand experience and brand love for halal brands: Survey of halal fast food consumers in Malaysia. Journal of Islamic Marketing, 12(8), 1492–1520. https://doi.org/10.1108/JIMA-11-2019-0236
Khan, N., Sarwar, A., & Tan, B. C. (2021). Determinants of purchase intention of halal cosmetic products among Generation Y consumers. Journal of Islamic Marketing, 12(8), 1461–1476. https://doi.org/10.1108/JIMA-11-2019-0248
Kumar, P., Polonsky, M., Dwivedi, Y. K., & Kar, A. (2021). Green information quality and green brand evaluation: The moderating effects of eco-label credibility and consumer knowledge. European Journal of Marketing, 55(7), 2037–2071. https://doi.org/10.1108/EJM-10-2019-0808
Kumar, V., & Kaushik, A. K. (2022). Engaging customers through brand authenticity perceptions: The moderating role of self-congruence. Journal of Business Research, 138, 26–37. https://doi.org/10.1016/j.jbusres.2021.08.065
Machová, R., Ambrus, R., Zsigmond, T., & Bakó, F. (2022). The impact of green marketing on consumer behavior in the market of palm oil products. Sustainability, 14(3), 1364. https://doi.org/10.3390/su14031364
Magnier, L., & Schoormans, J. (2015). Consumer reactions to sustainable packaging: The interplay of visual appearance, verbal claim and environmental concern. Journal of Environmental Psychology, 44, 53–62. https://doi.org/10.1016/j.jenvp.2015.09.005
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