The Influence of Environmental Awareness and Green Marketing Mix 2.0 Strategy on Brand Loyalty

An interesting phenomenon from this research is the emergence of many brands that apply environmentally friendly concepts. The purpose of this study was to describe the influence Environmental Awareness, Consumer Needs, Cost, Convenience, and Communication of cosmetic industry have on Brand Loyalty. The research design used was an associative quantitative approach. Sampling technique using Non-Probability Sampling-Purposive Sampling. Determination of the sample using the calculation of Hair. The data collection technique was through a questionnaire and distributed to 173 respondents from generation Z. The data analysis technique used Multiple Regression Analysis. The results achieved are Environmental Awareness, Consumer Needs, Cost, Convenience, and Communication have a significant partial and simultaneous effect on Brand Loyalty. The Cost is the variable that has the most influence and needs more attention. The research novelty is combination and applied model of 4c marketing mis toward green marketing mix in cosmetics industry.