The Impact of Green Brand Elements on Consumer Loyalty for Green Cosmetics After COVID 19 Outbreak in Malaysia

Iqbal, Jaweria

Iqbal J 2023 Public.pdf (3.539Mb)

Access Status

Open access

Authors

Iqbal, Jaweria

Date

2023

Supervisor

Shamsul Kamariah Abdullah

Ying Ying Tiong

Type

Thesis

Award

MPhil

Metadata

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Faculty

Curtin Malaysia

School

Curtin Malaysia

URI

http://hdl.handle.net/20.500.11937/93937

Collection

Curtin Theses

Abstract

The findings of this study suggest that Green Brand Elements have significant positive impact on the consumer loyalty for green cosmetics after the outbreak of COVID-19 in Malaysia. The study offers an appropriate perspective for fresh ideas in green marketing in line with environmental trends, initiatives, and favorable brand perception to enhance consumers' confidence to use green cosmetics. Therefore, this study directly benefits the cosmetics industry of Malaysia and the overall global green economy.