The influence of green marketing campaigns and brand ambassadors on the body shop product purchase decisions

Public awareness of the issue of environmental damage is increasing, even has become a major concern for the entire community (wardhana et al, 2015). One of the factors that cause environmental damage is global warming which not only has an impact on health, but also has begun to threaten the sustainability of living things. Scientists and some environmentalists have shown clear evidence of environmental damage, such as the depletion of the ozone layer which has the potential to trigger world climate chaos, acid rain, the greenhouse effect, air and water pollution that is already very dangerous, increasing global warming to the accumulation of waste that is very difficult to recycle. As a response to marketers\' concern for the issue of environmental damage, the term green marketing emerged. Green Marketing is a new strategy that uses environmentally friendly concepts and is an alternative strategy that can be used to improve the company\'s image and value. The American Marketing Association (AMA) explains three definitions of green marketing, namely: First, retailing definition: The marketing of products that are presumed to be environmentally safe. Second, social marketing definition: The development and marketing of products designed to minimize negative effects on the physical environment or to improve its quality. Third, environments definition: The efforts by organizations to produce, promote, package, and reclaim products in a manner that is sensitive or responsive to ecological concerns