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Body Shop is a well-known cruelty-free cosmetics brand company. This research paper explores how Body Shop is running the campaign 'forever against animal testing' and raising its voice for banning animal testing in cosmetics. The Body Shop has been advocating for animal rights since 1989. Qualitative analysis techniques have been used in this research paper and information is obtained through a questioner focused on convenient sampling. We have discovered in our research that most consumers do not want to purchase goods which are created by harming animals. In manufacturing cosmetics, we say companies must use alternative artificial testing like Body Shop.

Beauty consumers are currently promised to satisfy their needs by interpolating capitalist ideology in The Body Shop's advertising discourse on digital media, which can eliminate Reason in fulfilling requirements. This research was conducted to examine the interpellation of capitalist ideology in exploiting consumers' beauty needs, consumers to process the interpellation of capitalist ideologies to fulfill apparent beauty needs, and the emancipation process to free these consumers. The research found that the interpellation of capitalist ideology in The Body Shop's advertising discourse on digital media to exploit consumers through preconditions of pleasure, exploitation of instincts, alienation, and sublimation of concern, sublimation for transformation, separation, and discrimination of real needs; in the way of shaking logic, manipulative messages, promising the pleasures of beauty necessities. Each consumer responds to the interpellation of capitalist ideology in different dimensions: 1) Two-dimensional consumers maintain rational and irrational reasoning to meet their real needs, 2) One-dimensional consumers only use illogical reasoning to fulfill apparent needs, 3) Consumers with metamorphosis dimensions with superficial needs. For this reason, a new size is needed in the digital communication era, namely "Three Dimensional Consumers: Combine rational reasoning, irrational reasoning, humanist communication media, so that consumers meet their true humanist and transcendent needs.

This study argues that the automobile sector’s body shop is fully automated, the paint shop is 80% automated, there is about 20% technology utilization in the car assembly line, and the supply for logistics is making a lot more use of machines as well. These percentages are an indicator of how workers have lost the contest with technology in the industry. Many workers are being deskilled and the remaining workers are being reshuffled to assembly lines likely to be automated with time. There should be interventions to ready the workers to adapt to society and the economy, or there will be massive unemployment.

The purpose of this study is to determine the impact of green brand knowledge, consumer’s attitude towards green product and green brand positioning to the green product purchase intention The Body Shop. Questionnaires with 17 instruments are being distributed to 304 respondent in Jakarta, Depok, Bogor, Bekasi and Tangerang to gain the data. The data then being processed using computer software SPSS. Based on the research, green brand knowledge has the biggest influence on green product purchase intention. Cosmetic companies like The Body Shop may use promotion strategy to improve consumer’s green product knowledge.

53rd CIRP Conference on Manufacturing Systems 2020, CIRP CMS 2020, onlne, 1 Jul 2020 - 3 Jul 2020; Procedia CIRP 93, 20-25 (2020). doi:10.1016/j.procir.2020.04.013 special issue: "53rd CIRP Conference on Manufacturing Systems 2020 : 53rd CIRP Conference on Manufacturing Systems / Edited by Robert X. Gao, Kornel Ehmann", Published by Elsevier, Amsterdam [u.a.]

The alternative control concept using emission from the machine has the potential to reduce energy consumption in HVAC systems. This paper reports on a study of alternative inputs for a control system of HVAC using machine learning algorithms, based on data that are gathered in a welding area of an automotive factory. A data set of CO2, fine dust, temperatures and air velocity was logged using continuous and gravimetric measurements during two typical production weeks. The HVAC system was reduced gradually each day to trigger fluctuations of emission. The data were used to train and test various machine learning models using different statistical indices, consequently to choose a best fit model. Different models were tested and the Long Short-Term Memory model showed the best result, with 0.821 discrepancy on R2. The gravimetric samples proved that the reduction of air exchange rate does not correlate to escalation of fine dust linearly, which means one cannot rely on just gravimetric samples for HVAC system optimization. Furthermore, by using machine learning algorithms, this study shows that by using commonly available low cost sensors in a production hall, it is possible to correlate fine dust data cost effectively and reduce electricity consumption of the HVAC.

The increasing of consumer needs for cosmetics must be balanced with the care of environmental issues through marketing activities (green marketing). The green marketing concept can be applied in every element of marketing mix comprehensively. The Body Shop is one of the pioneer in cosmetic companies implementing the green marketing mix. The purpose of this study to analyze the effect of green marketing mix towards consumer satisfaction and loyalty. Selected respondents are the consumer who visit the store at least two times within the last six months and above 17 years old. The analysis method used is Structural Equation Modeling (SEM) by SMART PLS software. The result of this study indicate that green marketing mix’s effect towards loyalty through consumer satisfaction is higher than green marketing mix’s effect towards loyalty directly.

Hem flange bonding is widely used in the automotive body shop, especially in the manufacturing of hang-on parts such as doors, hoods and tailgates. By combining the hemming and adhesive bonding processes, components can be joined by material fit and form fit. In this way, new properties are integrated into the assembly, such as higher load-bearing capacity and improved resistance to corrosion. However, both processes also influence each other in the joining process and in the further production process chain, which makes the hem flange bonding process really challenging.

The article describes possibilities of increasing of stud welding efficiency for future SUV projects proposed by the Volkswagen concern. The present state simulation and the proposal of welding line optimization of stud welding with the use of the Process Simulate software are presented in the article. Furthermore, the description of stud welding technologies is involved. The basic concepts of stud welding are analyzed in the chapters below. The last chapter aims at the description of the model creating process, simulation and the proposal of welding line optimization for stud welding with the use of the Process Simulate software.

Consumer’s green marketing awareness is cognition from consumer about the green marketing by the companies has a positive impact on the environment. Consumer’s green marketing awareness can be seen from three aspect: awareness of green product, green price, and brand image. This researched aimed to measure the effects of awareness of green product, price, and brand image toward purchase decision of green product The Body Shop in Padang. The type of research is causality research. A sample of 130 respondents were taken using purposive sampling with criteria : woman that know, interested, has bought The Body Shop’s products who lived in Padang. The data collection method is a questionnaire. The analysis used is multiple regression analysis with data processing using SPSS software. The results showed that awareness of green product, price and brand image have positive and significant influence to the purchasing decision of green product. Keyword: green marketing awareness, green product, green price, brand image, purchase decision

The efficiency of modern automotive body shop assembly lines is highly related to the reduction of downtimes due to failures and quality deviations within the manufacturing process. Consequently, the need for implementing tools into the assembly lines for on-line monitoring, and failure diagnosis, also under the prism of improving the troubleshooting, is of great importance. While the identification of root causes and elimination of failures is usually built upon individual on-site expert knowledge, causal graphical models (CGMs) have opened the possibility to make a purely data-driven assessment. In this demo, we showcase how a CGM of the production process is incorporated into a monitoring tool to function as a decision-support system for an operator of a modern automotive body shop assembly line and enables fast and effective handling of failures and quality deviations.

53rd CIRP Conference on Manufacturing Systems 2020, CIRP CMS 2020, online, 1 Jul 2020 - 3 Jul 2020; Procedia CIRP 93, 137-142 (2020). doi:10.1016/j.procir.2020.04.038 special issue: "53rd CIRP Conference on Manufacturing Systems 2020 : 53rd CIRP Conference on Manufacturing Systems / Edited by Robert X. Gao, Kornel Ehmann", Published by Elsevier, Amsterdam [u.a.]

The paper analyses the case of The Body Shop in the mid-2010s, when a new CEO attempted to revitalize the brand through the development of the new corporate social responsibility (CSR) strategy. The paper briefly reviews the history of the company, noting that some important problems emerged as early as in the late 1990s, a few years before the takeover of the business by L’Oreal in 2006. Three possible theoretical perspectives on the success of The Body Shop and its link to the social and political agenda of the founder, Anita Roddick, are reviewed: instrumental, cultural and configurational. The paper takes on the configurational perspective to demonstrate that the stagnation of the brand in the 2000s can be attributed to weakening alignment of the key business elements. From this perspective, the attempt to revitalize the brand through the externally looking strategy did not address the core of the problem and could not achieve its goals. The paper concludes with a brief discussion of the impact of Anita Roddick on society in the context of the present-day challenges of capitalism as ideology.

Procedia CIRP 72, 995-1002 (2018). doi:10.1016/j.procir.2018.03.113, Published by Elsevier

Welding of sheet metal in the automotive industry involves inflexible and expensive joining fixtures to properly position and fasten the parts that are to be joined. Feature-based fixturing is an approach to reduce fixtures in the assembly process. The approach relies on part-inherent fastening features that realize the functions of positioning and fastening. The proper design of these fastening features requires knowledge of forces that result from the joining process and thus need to be compensated. This paper describes the investigation of process forces during remote laser beam welding and during resistance spot welding. This is achieved by using a thermo-mechanical simulation model and experimental studies. The comparison shows significant differences in process forces that result from the two different processes. Finally, the results allow for the design of fastening features to reduce joining fixtures in the automotive body shop.

51st CIRP Conference on Manufacturing Systems, Stockholm, Sweden, 16 May 2018 - 18 May 2018; Procedia CIRP 72, 202-208 (2018). doi:10.1016/j.procir.2018.03.122 special issue: "51st CIRP Conference on Manufacturing Systems / Edited by Lihui Wang", Published by Elsevier, Amsterdam u.a.

This paper explains the simulation of a production cell using discrete event simulation. The production cell is included in a car factory, specifically in the body shop and belongs to the facility of the left front door. The objective of this paper is to analyze the system before shaping the future real system. Some basic assumptions are incorporated as productivity, data and variables. These assumptions are the result of experience. Once the simulation model is performed, the results are extracted from the interaction of the variables and the system. Experiments have also been developed on the same numerical model in order to adapt and obtain reliable data to validate the real system.

52nd CIRP Conference on Manufacturing Systems, CMS, Ljubljana, Slovenia, 12 Jun 2019 - 14 Jun 2019; Procedia CIRP 81, 34-39 (2019). doi:10.1016/j.procir.2019.03.007 special issue: "52nd CIRP Conference on Manufacturing Systems (CMS), Ljubljana, Slovenia, June 12-14, 2019 / Edited by Peter Butala, Edvard Govekar, Rok Vrabič", Published by Elsevier, Amsterdam [u.a.]

The energy demand of body shop manufacturing lines is primarily determined by decisions that are made in the early planning phase. However, energy related data which is needed in order to make well founded decisions is mostly unavailable in that phase. The lack of information leads to overdimensioned equipment and inefficient processes. Therefore, in this paper energy related data is acquired and analyzed from existing manufacturing lines. With an established energy and equipment database, the prediction of the future manufacturing lines energy demand is possible. In combination with a rule-based decision support, improvements are already possible in the early planning process. In comparison with existing approaches, the developed holistic methodology addresses all levels in the planning process and is exemplified by a use case in the automotive industry.

Die Betriebskosten von Fertigungsanlagen haben – abhängig von der jeweiligen eingesetzten Technologie – einen signifikanten Anteil an den Lebenszykluskosten. Aus diesem Grund ist es essentiell, diese bereits in der Planungsphase zu berücksichtigen, um nachhaltige Entscheidungen treffen zu können. Dabei liegt der Schwerpunkt insbesondere bei den Schulungs-, Energie- und Instandhaltungskosten. Dazu werden in diesem Fachartikel wesentliche Kostenelemente und Herausforderungen aufgezeigt. The operating costs of manufacturing systems represent a significant part of the life-cycle costs, depending on the applied technology. For this reason, it is essential to take them into account during the planning phase in order to make sustainable decisions. The focus is mostly on costs for training, energy and maintenance. Therefore, the key cost elements and challenges are pointed out in this article.

This paper discusses "Employment work relations outsourcing", is one important factor in running the company wheels. This paper examines the work relations of HR very influential on company performance which ultimately inline to the company's revenue and profit (margin). In this paper the authors use the concept of employment relations OUTSOURCING workers are employed, THROUGH "SERVICE / JOB CONTRACT" or "MANPOWER SUPPLY / BODY SHOP, to examine in depth and identify both in terms of law, basic conditions, impacts both for workers and companies, rights and rights the obligations of each party, termination of employment. Keywords: Employee relations with harmonious employers

There are many challenges in manufacturing system for new factory construction. Although factories produce same product, the layout of each factory may be different. The body shop in an automotive factory is a typical flow line with assembly, but the layout concept of the line varies among factories. In this paper, two types of layouts in the body shops of automotive factories, one for layered build and the other for modular build, are compared using simulation study. The simulation experiments indicate that the modular build layout is better than the layered build layout with respect to production rate. The effects of various failure distributions on the throughputs are also investigated, and some insights are suggested regarding the layout concept.

155This article discusses a case study of an innovative community fair trade pricing model that includes recognition for the unpaid work of women. It argues that women’s unpaid work represents an important input into production which should be valued and remunerated within a corporate social responsibility (CSR) agenda. This pricing model is a joint project between The Body Shop International and its partner, Cooperativa Juan Francisco Paz Silva, a sesame-producing cooperative in Nicaragua. An important aspect of the initiative is that by recognizing the unpaid work of women, which has always been taken for granted, the inequality buried at a deeper societal and cultural level can be addressed directly. The findings of the study show that despite the uneven impact of fair trade on gender in the household, the recognition of the unpaid work of women in the price paid for sesame, coupled with other enabling factors explored in the chapter, can have a positive impact. This has implications for policy, and the structure of the economy as a whole.

Sponsorship is a key element of many companies’ marketing. At the same time, companies are increasingly concerned about corporate social responsibility (CSR) (Ditlev-Simonsen 2010, Wirl 2014, Scalet and Kelly 2010, Martínez-Ferrero et al. 2016, The Economist 2008a). This paper will illustrate how combining sponsorships with CSR through non-governmental organizations (NGOs) can be a win-win case both for the company and the NGO. Approaches to document the societal effect of such initiatives will also be addressed. exploitable commercial potential associated with that property» (McKelvey and Grady 2008). Corporate sponsorship is a form of marketing in which a corporation pays for all or some of the costs associated with a project or program. In exchange, the company gets its logo exposed, earning attention and—to some extent—goodwill. The global sponsorship market is large, estimated at more than $38 billion in 2007, against $ 449 on advertising (The Economist 2008b). The article will start by presenting the following key concepts: sponsorship, charity, non-governmental organizations (NGO) and corporate social responsibility (CSR). The demand for integrating CSR into business and documenting its effects will be addressed as well. Thereafter, these concepts will be discussed relative to each other. Different models and theories on businessNGO relationships will be presented, as well as the Cone et al. four-principles model for NGO interaction in this study. Integrating two more principles, goal-setting and effect evaluation, into the Cone et al. model is suggested to capture the increased demand on companies to act on and include CSR in day-to-day business. The extended Cone et al. model will be applied to three business-NGO initiatives (IKEA-WWF, WalmartAlliance and The Body Shop-ECBAT) to illustrate how the new model can be applied.

Unlike a recruiter, a staffing firm, a.k.a. a body shop, provides technical personnel on a temporary, contract, or permanent basis. While employed with Day and Zimmerman, consulting engineers in Richmond, Virginia, we were unsuccessful extending our alliance contract with Honeywell Corporation. However, I had an inkling that our days were numbered even though I had been assigned to Alstom Power and was physically located in their engineering office. Knowing fully well that the Alstom work was winding down, I began to search for my next opportunity.

Grounded in the socio-historical debate on the negative impact of globalization and the subsequent rise of the ‘powerful and greedy’ corporation, issues of sustainability, business ethics, and Corporate Social Responsibility (CSR) have taken center stage in the media. While awareness and perceived importance of corporate morality have been growing, controversy still surrounds the reaction of the public to un/ethical or socially ir/responsible firm behavior, specifically the question to what degree ethical considerations play a role in real-life consumption practices and purchase decisions.

This article discusses insights from a research study of an innovative community Fair Trade initiative which has a pricing model that recognises the unpaid work of women. It argues that women's unpaid work represents an important input into production and should be valued and renumerated. This initiative is a joint project between The Body Shop International and its partner, Cooperativa Juan Francisco Paz Silva, a sesame-producing co-operative in Nicaragua. By recognising the unpaid work of women, which has always been taken for granted, the project highlights gender equality and calls it into question. The findings of the research study show that despite the uneven impact of Fair Trade on gender and the household, the recognition of the unpaid work of women in the price, coupled with other enabling factors, can have a positive impact. This has implications for governments, companies, and development policymakers and practitioners.

Research on the dark side of organizations has usually focused on atrocities committed by organizations or specific persons within them. Less attention has been paid to how organizations can utilize atrocities they had no part in creating. In this article, the manner in which atrocities can be utilized, managed and narrated in corporate image-work is discussed through two empirical illustrations: The Body Shop’s campaign against trafficking, and a campaign by a social movement organization to curb violence towards women in Congo. The article argues that analyzing differences in how organizations choose and position external atrocities in their branding can benefit our understanding of both organizational image-work and the dark side of organization.

In most industrial organization, simulation based analysis is recognized as an essential tool for designing manufacturing systems. Improving the assembly line design process and analyzing performance at early stage of a project is still a major challenge. The objective is to support decision process on strategical choices regarding the future system configuration. Indeed, early design decisions typically lack formal preliminary analysis for making good decisions based on incomplete or unreliable information.

Industri kosmetik dan perawatan menyadari bahwa sebagian besar bahan baku dan kemasan produk terdapat kandungan bahan kimia yang dapat mencemari lingkungan. Limbah ini berbahaya dan tidak mudah terurai, sehingga dapat mengancam keanekaragaman hayati. Permasalahan lingkungan ini telah menciptakan permintaan produk ramah lingkungan. The Body Shop adalah salah satu perusahaan yang berhasil menangkap peluang tersebut dan menerapkan strategi pemasaran ramah lingkungan untuk memenuhi harapan konsumen. Penelitian ini bertujuan untuk mengetahui pengaruh bauran pemasaran ramah lingkungan dari The Body Shop® terhadap niat pembelian konsumen. Peneliti menggunakan metode kuantitatif dengan SPSS versi 25 sebagai alat analisis regresi berganda untuk mengetahui signifikansi hubungan antar variabel. Populasi terbatas responden yang berusia 18-24 tahun dan pernah membeli dan menggunakan produk The Body Shop® dari saluran distribusi di Jakarta dalam 1 tahun terakhir. Jumlah sampel dalam penelitian ini adalah 155 responden yang diambil dengan metode purposive sampling non-probabilitas melalui kuesioner online. Para peneliti menemukan bahwa ada pengaruh yang signifikan dari aspek bauran pemasaran ramah lingkungan terhadap niat pembelian konsumen, di mana harga memainkan peran dominan dalam hubungan ini. Bauran pemasaran ramah lingkungan itu sendiri, secara keseluruhan, juga memiliki pengaruh simultan yang signifikan terhadap niat pembelian konsumen. Studi ini menghasilkan informasi yang berguna bagi The Body Shop®, pembaca, dan penelitian di masa depan untuk lebih sadar tentang masalah lingkungan dan penerapan bauran pemasaran ramah lingkungan, juga menyediakan rencana aksi untuk melaksanakan strategi pemasaran ramah lingkungan ini. Cosmetics and personal care industry is aware that most of their products’ materials, mainly the chemicals content and packaging are polluting the environment. These wastes are hazardous and not easily decomposed, thus it may threaten the biodiversity. Consequently, this environmental issue has created the demand of the enviromental friendly products. The Body Shop® is one of the company who has successfully captured this demand and applied green marketing strategy to fulfill the consumers’ expectations. This research intended to find out the influence of green marketing mix of The Body Shop towards consumers’ purchase intention. The researcher will use quantitative method with SPSS version 25 as the tool for analysis of multiple regression analysis to reveal the significance relationship between variables. The population will be limited to those who are 18-24 years old and have ever bought and use the The Body Shop® products from Jakarta stores in the past 1 year. The sample size 155 respondends which were drawn with non-probability purposive sampling method through online questionnaire. Researchers found that there is a significant influence of green marketing mix aspects towards consumers’ purchase intention, in which green price is playing dominant role in this relationship. The green marketing mix itrself, as a whole, also having a significant simultaneous influence towards consumers’ purchase intention. This study resulted in a useful information for The Body Shop®, readers, and future research to be more aware about the environmental issue and the implementation of green marketing mix, also providing an action plan to execute this green marketing strategy.

In order to buffer the randomness failure of automated production car body shop is growing tendency to set buffer between lines to solve this problem. Then how to design the buffer capacity is the problem. This article did analysis of the basic planning data of body shop, then provides how to build simulation model and how to design the buffer capacity base on different planning phases through simulation analysis.

Purpose To compare the effects on tear film parameters and contamination in cosmetic eyeliner wearers, after single application of two lipid-based dry eye treatments: a lipid-containing lubricant eye drop and a phospholipid liposomal spray. Methods Fifty participants were enrolled in a prospective, randomised, paired-eye, investigator-masked trial. Pencil eyeliner (Body Shop ® Crayon Eye Definer) was applied to the upper eyelid periocular skin of both eyes, anterior to the lash line. Baseline tear film quality was assessed fifteen minutes after eyeliner application. A lubricant drop (Systane ® Balance) was then applied to one eye (randomised), and liposomal spray (Tears Again ® ) to the contralateral eye. Tear film contamination, lipid layer grade, non-invasive tear film break-up time and tear evaporation rate were evaluated fifteen minutes post-treatment and compared to pre-treatment values. Results Pre-treatment measurements did not differ between eyes assigned to lubricant drop and liposomal spray. Tear film contamination was observed in a greater proportion of eyes following both treatments (both p 0.05). Changes in tear film parameters did not differ between treatments (all p > 0.05). Conclusions Both the lipid-containing lubricant eye drop and phospholipid liposomal spray result in clinically apparent tear film contamination in eyeliner cosmetic wearers. Although both treatments effected an increase in lipid layer thickness, neither displayed clinical efficacy in improving tear film stability.

“In the factory we make cosmetics, in the store we sell hope”. This famous quote of Charles Revson, founder of the U.S. cosmetics giant Revlon, best describes the value proposition of incumbent cosmetics companies during the 1970s, when The Body Shop emerged. The business model of Revlon and of other beauty brands back then was based on the so-called “hope-in-a-bottle” formula (van Someren 2005), having strong emotional and aspirational features. Besides glamour cosmetics companies such as Revlon, a market niche for firms offering natural products was progressively emerging. The Body Shop was part of this latter movement and, beyond its cosmetics value proposition, made a long-lasting social impact. The Body Shop became the pioneer of socially aware beauty companies. Anita Roddick used trade in a revolutionary way, as an instrument for improving not only business practices, but also the world around. Her change drive was triggered by what she saw in the cosmetics industry: unrealistic product claims and questionable animal testing practices for new products. In the words of Roddick herself: “I watch where the cosmetics industry is going and then walk in the opposite direction”.

This paper describes a lightweight automobile body concept utilizing a hybrid materials approach with emphasis on a magnesium and aluminum structure to support a high fuel-efficiency vehicle project. This approach resulted in a more than 40% weight reduction over a conventional steel body-in-white while achieving significantly improved staictural performance as evaluated through CAE simulations. A business case analysis was conducted and showed promising results. One concept vehicle was built for the purpose of demonstrating concept feasibility.

Aromababy was the first organic baby skincare range launched in Australia. While the overall skincare market is a mature one, organic and natural products represent a rapidly growing niche. According to Euromonitor (2012), certified organic is witnessing rising interest across many sectors, but the largest consumer following, after food and drink, is in cosmetics and personal care. Consumer consciousness of the environmental and health effects of personal care products has grown steadily over several decades. The Body Shop helped create the market for natural products and today it is a mainstream sector, with leading retailers and department stores taking advantage of the demand for natural and organic products. Green marketing represents a huge commercial opportunity but those that succeed need to gain the trust of consumers and avoid greenwashing claims. Aromababy is one organisation that has captured the trust of consumer and it has successfully penetrated a global niche.

In the Assembly, adhesive bonding poses a special challenge. The parts’ own weight, tolerances and inaccurately positioned parts cause stresses and strains which directly affect the joint after removal of the joining tool. To achieve dimensional accuracy and avoid joining failures it is necessary to establish new rapid curing adhesive technologies that ensure the immediate fixation of parts.

Purpose“Minomi” is a unit load where no container is used. The aim of this paper is to identify the effects of using minomi in the materials supply within an assembly plant.Design/methodology/approachBased on three case studies within the body shop of Saab Automobile in Trollhättan, Sweden, effects of using minomi are identified. Furthermore, relations are identified between these effects and the different characteristics of each case.FindingsThe paper identifies both benefits and drawbacks of using minomi and relates these benefits and drawbacks to different part characteristics, characteristics of the receiving assembly station, and characteristics of handling and storage. Among the benefits is that minomi is associated with space efficient presentation of parts. This can enable the presentation of a large number of part variants and also result in time efficient parts picking in the receiving assembly operations.Practical implicationsThrough the knowledge gained in the case studies, the potential benefits associated with minomi are more likely to be realised within industry.Originality/valueThe paper provides insight into the concept of minomi, which has previously received very little attention in research literature, but which can offer substantial benefits within industry if used under the right conditions.

The purpose of this study is to describe the role of perceived green marketing and brand equity on customers green purchasing decision in Indonesia. We conducted qualitative research using five informants who are customers of The Body Shop Indonesia, one of the companies implementing green marketing. The primary data was collected through the interviews, observations, and supported documents, as triangulation. The collected data was filtered and categorized to have a clear analysis. The results were shown that the informants perceived The Body Shop’s green marketing as a respectable action to reduce the negative impact of the firms’ business activities. Green marketing has developed and influenced The Body Shop brand positively. It leads the informants to insert their environmental consideration in their purchasing decision.