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Journal : Asian Journal of Management Analytics

Investigation the Influence of Green Brand Knowledge and Attitude towards Green Brands on Purchase Intention Corkcicle: The Mediating Role of Brand Equity Udayanti, Imel; Madiawati, Putu Nina; Widodo, Arry
Asian Journal of Management Analytics Vol. 4 No. 3 (2025): July 2025
Publisher : PT FORMOSA CENDEKIA GLOBAL

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.55927/ajma.v4i3.14803

Abstract

This study explores how Green Brand Knowledge and Attitude Toward Green Brand influence Purchase Intention, with Brand Equity acting as a mediating variable. The research is contextualized within Corkcicle, an eco-friendly lifestyle tumbler brand, and targets environmentally conscious Gen Z consumers. A quantitative approach was employed using Structural Equation Modeling (SEM-PLS). Data were collected from 300 Gen Z respondents in Bandung, Indonesia, who are familiar with Corkcicle through social media and online platforms. The findings indicate that both Green Brand Knowledge and Attitude Toward Green Brand significantly and positively influence Purchase Intention. Furthermore, Brand Equity plays a significant mediating role in this relationship, reinforcing its importance in green brand strategies. These results suggest that sustainability-oriented branding, particularly when supported by strong brand equity, can effectively drive green purchase intention among younger consumers. The study contributes to green marketing literature by validating the mediating role of Brand Equity and offers practical insights for brands aiming to foster eco-friendly buying behavior through digital engagement and value-based branding.
Co-Authors Aang Muhammad Nur Shidiq Abdul Rahman Abdullah Sufyan, Bagja Achmad Ramadhani Ade Irma Susanty Adib Alfikry Afwa, Intan Lailya Agus Maolana Hidayat Akhmad Yunan Akhmad Yunani Al-Ghifari, Faza Arinda Alfarisy, Ghifary Alfayza Diva Azra Alzena Fitriani Amalia Nursyamsiah Amjad Syarif Anak Agung Gde Agung Anak Agung Gde Agung Anisa Miftahul Jannah Anita Silvianita Anwar, Muhammad Athallah Makkah Aprilia Diahayu Ningtias Ardiyana, Muhammad Rifky Arianto, Mahdar Arlin Ferlina Moch. Trenggana Arya, Gusti Ayu Agung Deviana Astadi Pangarso Ayunabillah Syahvitrie Azdy Putri Azahra, Khanaya Clarista Eka Azhar Humaira Syabani Azzahra, Averrina Salsabil Bagus Nugroho, Lazuardi Budi Prasetiyo Cahyani, Made Gita Dwi Candra Wijayangka Cicilia Stevanie Citra Kusuma Dewi Citra, Khansa Fairuz Desi Natalia Gultom Desianti Ramadhan, Putri Devie Ryana Suchendra Dinda Aulia Rahmah Dinda Azzahra Disman, Disman Endah Kusmartiyah ERLITA Fahimah Fitri Afifi Fahmi Renaldy Azzam Fahri, Muhammad Afdhal Fajriana Khayatul Zikra Fanisa Tris Wandani Faridzie, Muhammad Robby Reynaldy Al Farizka Shafa Nabila Fatizah Amanda Fauzan , Rizky Sani Fauzan Aziz Febrinancy Valencia Putri Fitriani, Alzena Gemuruh Chairul Umam Ghina Alya Audina Ghulam Ilmam H Ginting, Betaria Angel br Ginting, Eldita Giovani Antania Hanjani Gita Indah Hapsari Guevara, Inzagi Ramadhan Gunawan, Tedi Guritno, Ikshan Gusfi, Dhiya Athaya Helda Widyarani Lutviari Heru Nugroho Iman, Fathia Ahya Nur Imanuddin Hasbi Iranda Kayla Avania Isfansyah, Haikal Ayasya Jabir, Muh. Agung Jonneli, Halimah Husna Khaya Widelia Kristina Sisilia Kusuma, Tatiana Kuswalabirama, Teuku Muhammad Ridha Lianto, Fazrian Lili Adi Wibowo Luh Putu Ratna Sundari Lukman, Arby M. Fariz Syahbani Mahir Pradana Marlindia Ike Sari Marsha Adilla Rahmani Matrona Patricia Malindir Maulana Rezi Ramadhan Meirissa Purwandani Mia Rosmiati Muhamad Fariz Ridwan Firdaus Muhamad Yusuf Ramadhan Muhammad Luthfi Muhammad Rizki Budimansyah Muhammad Robby Reynaldy Al Faridzie Murniati, Syifa Milenia Muzhofar, Rifky Surya Nabila, Farizka Shafa Nabsiah Abdul Wahid Nadia Tammy Wijaya Nadya Novandriani Karina Moeliono Nadya Novandriani Karina Mulyono Nathania, Geovanni Nurfalah, Alvi Febrian Nurhayati, Lina Nursyamsiah, Amalia Nurul Aulia Ramadhina Nurwita Pratami, Ni Putu Oktaviani, Prima Kusuma Patrick Adolf Telnoni Perdana, Nabil Rangga Permatasari, Intan Ayu Prajna Deshanta Ibnugraha Pramitha Aulia Pramuditha, Salsabillah Putri Rizky Amanda Pramuko Aji Purwandani, Meirissa Puspita, Muthia Ayu Putri, Indriana Bella Putri, Mila Andini Putu Nina Madiawati R. Nurafni Rubiyanti Rafiansyah, Muhammad Rahmadhani, Annisa Vivit Rahmani, Marsha Adilla Rahmat, Dafrian Nur Rama Ramadhani, Moch. Romy Rasyid, Rafika Isya Ratih Hurriyati Renda Puspita Dewi Rennyta Yusiana Retno Setyorini Ridwan Firdaus, Muhamad Fariz Rifa’atul Sri Aghnia Rini Handayani Rio Garia Aprillio Riska Apriliani Rixard George Dillak Rizqiningsih, Dwitriana Ulfi Rizza Indah Mega Mandasari Robbi Hendriyanto Roni Riandi Rubiyanti, R. Nurafn Rubyanti, Nurafni Saleh, Yusril Saragih, Romat Sari, Mutiara Kusuma Shaomi Fujiyanti Amalia Sihombing, Reni Pratiwi Silitonga, Adella Stephania Silviannita, Anita Simamora, Indah br Sri Widaningsih Sunandika, Tarisya Adzani Syahputra Syahputra Syarif, Amjad Tarisya Adzani Sunandika Taufan Umbara Udayanti, Imel Ulfa Azizah, Ulfa Umam, Gemuruh Chairul Umi Sumarsih Viony, Regya Wahyu Anggoro, Febrian Setyo yogi suprayogi Yoriswan, Rizqullah Raja Yudantri, Anindya Sukma Yulia Nur Hasanah Zamaludin Abdulah