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\\\\r\\\\nmajor concern for the entire community (wardhana et al, 2015). One of the factors that cause\\\\r\\\\nenvironmental damage is global warming which not only has an impact on health, but also\\\\r\\\\nhas begun to threaten the sustainability of living things. Scientists and some\\\\r\\\\nenvironmentalists have shown clear evidence of environmental damage, such as the\\\\r\\\\ndepletion of the ozone layer which has the potential to trigger world climate chaos, acid rain,\\\\r\\\\nthe greenhouse effect, air and water pollution that is already very dangerous, increasing\\\\r\\\\nglobal warming to the accumulation of waste that is very difficult to recycle.\\\\r\\\\nAs a response to marketers\\\\\\\' concern for the issue of environmental damage, the term\\\\r\\\\ngreen marketing emerged. Green Marketing is a new strategy that uses environmentally\\\\r\\\\nfriendly concepts and is an alternative strategy that can be used to improve the company\\\\\\\'s\\\\r\\\\nimage and value. The American Marketing Association (AMA) explains three definitions of\\\\r\\\\ngreen marketing, namely: First, retailing definition: The marketing of products that are\\\\r\\\\npresumed to be environmentally safe. Second, social marketing definition: The development\\\\r\\\\nand marketing of products designed to minimize negative effects on the physical environment\\\\r\\\\nor to improve its quality. Third, environments definition: The efforts by organizations to\\\\r\\\\nproduce, promote, package, and reclaim products in a manner that is sensitive or responsive\\\\r\\\\nto ecological concerns