Indonesia Conference Directory

Global consumers nowadays have become more aware and concern of sustainability issue, whether it-s the environmental or the social impact in sustainability. The awareness was shown through the products they consume. Indonesian consumers also have shown their concern over sustainability issue, especially in cosmetics and skin care products where they are interested in products that were made by natural ingredients. Based on the phenomenon of this concern over sustainability, the purpose of this research is to compare the different strength of brand loyalty between two product categories which are between sustainable brand and conventional brand of cosmetics and skin care products. This research has several hypotheses to be tested which the data was collected through an online questionnaire with the sample of 232 respondents. The expected result of this research is that there is a different manner of brand loyalty that was formed for either sustainable brand and conventional brand.