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)

SIALLAGAN, DEARESTYKA FEBRIANA (2019) 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). Tugas Akhir (S1) - thesis, UNIVERSITAS BAKRIE.

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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

Item Type: Thesis (Tugas Akhir (S1) - )
Uncontrolled Keywords: green marketing myopia, Consumer Value Positioning, Calibration of Consumer Knowledge, Credibility of Product Claims
Subjects: Business
Management > Business Plan > Business
Management > Corporate Strategy
Marketing
Thesis > Thesis (S1)
Divisions: Fakultas Ekonomi dan Ilmu Sosial > Program Studi Manajemen
Depositing User: Dearestyka Febriana Siallagan
Date Deposited: 16 Aug 2019 09:56
Last Modified: 16 Aug 2019 09:56
URI: https://repository.bakrie.ac.id/id/eprint/2557

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