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All Journal Jurnal Manajemen Bisnis Eka Prasetya Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis
Stephanus Iant Natanael Tjandra
Universitas Surabaya
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Social Sciences

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Green Attitude Links Brand Knowledge, Concern, and Positioning to Purchase Intention among Indonesian Nike Consumers Stephanus Iant Natanael Tjandra; Deddy Marciano; Herly Soufi Bj Katio
Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Vol 10 No 5 (2026): October
Publisher : Lembaga Penelitian dan Pengabdian Kepada Masyarakat (LPPM), STIE Krakatau

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.61401/relevansi.v10i5.685

Abstract

This study investigated how green brand knowledge, environmental concern, and green brand positioning shape green purchase intention among Nike consumers in Indonesia, with green attitude as a mediating link. Data were collected from an online survey of 380 respondents who had bought an environmentally marketed Nike product in the past year and were tested using structural equation modeling in AMOS 24.0. Both green brand knowledge and environmental concern were significant positive predictors of green attitude, which had a strong positive effect on purchase intention. The knowledge-to-intention link operated entirely through this attitudinal pathway, whereas environmental concern retained a smaller but independent direct path, alongside an indirect one. In contrast, green brand positioning did not predict attitude or intention. Attitude toward the brand, rather than knowledge or positioning alone, emerged as the mechanism that converts these antecedents into purchase intention. Because respondents were recruited through convenience and purposive sampling within a single national market, the findings apply most directly to Indonesian Nike consumers rather than to green consumers. The study extends green marketing theory by isolating which antecedents require attitude as a conduit and offers sportswear marketers a basis for choosing among knowledge-, values-, and positioning-based messages.
Pengaruh Green Brand Knowledge dan Environmental Concern terhadap Green Attitude dan Purchase Intention pada Produk Hijau Stephanus Iant Natanael Tjandra
Jurnal Manajemen Bisnis Eka Prasetya Vol 12 No 2 (2026): Edisi September 2026
Publisher : LPPM STIE EKA PRASETYA

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.47663/jmbep.v12i2.850

Abstract

Penelitian ini bertujuan untuk menganalisis pengaruh langsung green brand knowledge dan environmental concern terhadap green attitude dan green purchase intention, serta pengaruh green attitude terhadap green purchase intention. Penelitian ini menggunakan pendekatan kuantitatif dengan melibatkan 378 responden berusia 17–45 tahun yang telah menggunakan produk hijau dalam satu bulan terakhir. Data dianalisis menggunakan Structural Equation Modeling (SEM) dengan AMOS 24. Hasil uji validitas dan reliabilitas menunjukkan seluruh instrumen telah memenuhi kriteria, sementara seluruh indikator goodness of fit mengonfirmasi bahwa model penelitian telah fit karena memenuhi kriteria. Temuan penelitian menunjukkan bahwa green brand knowledge berpengaruh positif dan signifikan terhadap green attitude, namun tidak berpengaruh langsung terhadap green purchase intention. Sebaliknya, environmental concern berpengaruh positif dan signifikan terhadap green attitudemaupun green purchase intention. Selain itu, green attitude terbukti sebagai prediktor terkuat terhadap green purchase intention. Hasil ini mengindikasikan bahwa green purchase intention berfungsi sebagai anteseden kognitif yang membentuk sikap evaluatif, sementara environmental concern berperan sebagai pendorong motivasional langsung bagi pembelian hijau. Hasil ini mengindikasikan bahwa green brand knowledgeberfungsi sebagai anteseden kognitif yang membentuk sikap evaluatif, sementara environmental concern berperan sebagai pendorong motivasional langsung bagi pembelian hijau. Sikap terbukti menjadi jembatan psikologis kritis yang menerjemahkan pengetahuan konsumen menjadi intensi pembelian aktual.
Co-Authors Deddy Marciano Herly Soufi Bj Katio