Abstract:

Green product encounters problems on its sales because its price is more expensive than conventional products. On the other hands, the concern on environment and the knowledge about environment preservation do not trigger the people to purchase green product. Brand equity is one of the marketing variables which is able to motivate the consumers to pay more. However, brand equity of green product tends to be low even if the manufacturers of green product, especially green cosmetics have cost more to the marketing campaign. Besides, customer value of green product definitely gives more benefits than the conventional products. The present research takes 400 respondents who stay in Bandung and have used green cosmetics. The result shows that there is a significant relation between the observed variables and brand equity.