TY  - JOUR
AB  - Use of traditional cosmetics and toiletries manufactured from herbs and plant extracts has been popular in many Asian countries. However, green marketing of these products is rather recent. Encouraged by the growing environmental consciousness on the part of citizens and a growing market for cosmetics and toiletries, several global and local companies have entered Thailand. An international company, The Body Shop, and a local company, Oriental Princess, have employed green marketing strategies to build their customer base in the Thai market. Using case research method and questionnaire‐based surveys, an attempt has been made in this paper to analyze the green marketing strategies of these companies and their impact on consumer attitudes and brand loyalty. The research shows that that the two companies have made honest attempts to adopt green marketing strategies. However, Thai customers consider non‐green attributes more important in making their purchase decisions. The two case companies have been able to create favorable attitudes and enjoy a high degree of brand loyalty.
VL  - 15
IS  - 3
SN  - 0736-3761
DO  - 10.1108/07363769810219134
UR  - https://doi.org/10.1108/07363769810219134
AU  - Johri Lalit M.
AU  - Sahasakmontri Kanokthip
PY  - 1998
Y1  - 1998/01/01
TI  - Green marketing of cosmetics and toiletries in Thailand
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 265
EP  - 281
Y2  - 2024/09/26
ER  -