FROM THIS RESEARCH BACKGROUND WHAT SHOUD BE "OBJECTIVES" AND " EXPECTED BENEFITS" TOWARDS THIS RESEARCH

In an era of globalization, where populations increase while the environment is rapidly deteriorating and the impact on our planet is still severe.

Marketers of this age should consider the balance between the profitability of the business and meeting the needs of the customer, along with the development of society and the environment, because the environment is no longer a business concern but manufacturers and consumers are all contributing to environmental problems as well.

Green marketing is therefore an option as a market opportunity for businesses that seek competitive differentiation and can use this marketing option to serve the growing number of environmentally conscious consumers. This will result in profits.

The cosmetic business is one of the businesses that has adopted the concept of green marketing with the objective of increasing sales, differentiation in the highly competitive market and contributing to the conservation of nature. Consumers of cosmetics are increasingly interested in natural products and are more aware of environmental issues. Origins alter the use of certain animal ingredients by using highest-quality plant, earth and sea-based ingredients instead to represent a market opportunity, a renowned American cosmetic shop and successful marketing policy for the environment for over 31 years until now. This allows the company to expand more than 1,400 stores (Wikipedia, 2020) worldwide and 45 stores in Thailand. (Origins Official Facebook Page, 2021)

Origins began in 1990 by Leonard Lauder, son of Este Lauder. It is one of the original brands of The Este Lauder Companies. Origins aimed to create a brand that valued and respected the well-being of your skin and our planet.

Due to the preliminary research, we have conducted data from 100 people on a questionnaire about their point of views towards green marketing through GoogleFrom. It can be seen that most of the views on green marketing are mostly positive. Conversely, in real situations from implementing any strategies, it may contain negative aspects. We therefore wanted to study whether the potential negative events could arise after applying this strategy in conjunction along with finding a solution to that problem in the cosmetics business.

From the introduction of the problem above, the reason that we want to study from the Origins company as their company has a core policy of focusing on sustainability resources along with creating awareness of responsibility for environmental problems. It is fascinating how the Origins itself developed sustainable policies for the employees to follow, as well, being a role model to other brands, which explains the point of view of customers. Nevertheless, we will use 4Ps to help visualize it.

Thus, we believe that through the expertise of this company, we can achieve our objectives and achieve appropriate guidances.