@thesis{thesis,
		author={SIALLAGAN  DEARESTYKA FEBRIANA},
		title ={THE IMPLEMENTATION OF 3C PRINCIPLES (CONSUMER VALUE POSITIONING, CALIBRATION OF CONSUMER KNOWLEDGE, CREDIBILITY OF PRODUCT CLAIMS) TO AVOID GREEN MARKETING MYOPIA IN INDONESIA
(Study on The Body Shop)},
		year={2019},
		url={http://repository.bakrie.ac.id/2557/},
		abstract={Green marketing Myopia is a condition where green companies fail to satisfy  two main objectives: improved environmental qualities and consumer satisfaction. This study aims to analyze The Body Shop’s implementation of 3C Principle (Consumer Value Positioning, Calibration of Consumer Knowledge, Credibility of Product Claims) in avoiding green marketing myopia in Indonesia. This study gathers information from 200 respondents, selected using the non-probability sampling and purposive sampling method. The result of this study is that Consumer Value Positioning, Calibration of Consumer Knowledge and Credibility of Product Claims partially and simultaneously help The Body Shop avoid green marketing myopia in Indonesia. 

Keywords: green marketing myopia, Consumer Value Positioning, Calibration of Consumer Knowledge, Credibility of Product Claims}
		}