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)
Total View This Week0

Institusion

Universitas Bakrie

Author

SIALLAGAN, DEARESTYKA FEBRIANA

Subject

Business 

Datestamp

2019-08-16 09:56:42 

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 

File :
00 cover.pdf
01 BAB I - III.pdf
02 BAB IV.pdf
03 BAB V.pdf
04 DAFTAR PUSTAKA.pdf
05 Lampiran.pdf