Abstract
Taking measures for environmental conservation is one of the CSR-related activities that is becoming more significant as environmental awareness grows. Especially in the cosmetic industry, which benefits from natural substances, each firm is pursuing its unique environmental conservation programs under the umbrella of Green Action. Recently, it has become possible to see Green Action that is directly linked to the cosmetics, in other words, EcoDesign of cosmetics. In this context, through the analysis of several cases, this paper aims to examine how Green Action as a CSR is influencing cosmetic brand equity.
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Kizu, Y., Nagasawa, S. (2012). Creating the New Brand Equity through EcoDesign of Cosmetics. In: Matsumoto, M., Umeda, Y., Masui, K., Fukushige, S. (eds) Design for Innovative Value Towards a Sustainable Society. Springer, Dordrecht. https://doi.org/10.1007/978-94-007-3010-6_88
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DOI: https://doi.org/10.1007/978-94-007-3010-6_88
Publisher Name: Springer, Dordrecht
Online ISBN: 978-94-007-3010-6
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