Journal of Economics, Management and Trade

The purpose of his study analyze the relationships between a selection of variables, such as brand experience, brand love, brand loyalty, and willingness to pay, to identify post-purchase customer perceptions of the "green" skincare product. This research uses a non-probability sampling technique. This research uses Structural Equation Modeling analysis tools through Smart-PLS software with a total sample of 200 respondents, 53 men, and 147 women, and a minimum age of 18 years. In 2023, the population will consist of Indonesian consumers who have used products categorized as green skincare. The sample used as respondents in this study was made up of men and women who had used green skincare more than twice. Brand attachment grows as a result of positive brand experiences. These favorable brand experiences are also very important for establishing brand loyalty and affecting customers' willingness to spend. Additionally, brand attachment has been shown to increase brand loyalty and alter customers' willingness to pay. This study was conducted to look at how consumers in Indonesia who purchase "green" skincare products behave after making their purchases. This research can identify the root of the problems that occur related to consumer behavior about green products in the process of solving research problems.