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All Journal Jurnal Siasat Bisnis CALYPTRA : Jurnal Ilmiah Mahasiswa Universitas Surabaya Journal of Business & Banking Jurnal Aplikasi Bisnis dan Manajemen (JABM) E-Journal JBTI : Jurnal Bisnis : Teori dan Implementasi Jurnal Manajemen Teori dan Terapan Journal of Management and Business Review Perspektif : Jurnal Ekonomi dan Manajemen Universitas Bina Sarana Informatika Jurnal Manajemen STIE Muhammadiyah Palopo EKUITAS (Jurnal Ekonomi dan Keuangan) MABIS: Manajemen dan Bisnis Jurnal Relevansi : Ekonomi, Manajemen dan Bisnis Relevance: Journal of Management and Business Jurnal Akuntansi, Ekonomi dan Manajemen Bisnis
Deddy Marciano
Department Of Management, Faculty Of Business And Economics, University Of Surabaya
Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Environmental Science 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.
Co-Authors Acchedya Anugrahani Aprilia Pratiwi Arif Herlambang Arif Herlambang Bertha Silvia Sutejo Christian Hendra Setiawan Cristel Joy G. Cayaban Elvinna Salim Endang Ernawati Endang Ernawati Endang Ernawati Endang Ernawati Fransisca Villia Tanisiwa Henri Onesimus Uirianto Herly Soufi Bj Katio Ismanto, Christin Ivan Chandra Tanzil Johan Sutanto Jonathan Susanto Kevin Kurniawan Liliana Inggrit Wijaya Liliana Inggrit Wijaya Mochammad Fauzi Mudji Utami Nyolan Lestari Oetama, Kumiati Pratiknjo, Meilyn Liman Rendy Sentosa Rezza Vitriya Setiadi, Maria B.B. Stephanus Iant Natanael Tjandra Suad Husnan Suad Husnan Sugianto, Laurenco Lingguardi Theofilus Steven Susanto Tjoputri, R. Shinta Amelia Tri Ana Gita Nursela Viktor Adrian Vina Veriana Limtiono Vina Veriana Limtiono Werner R Murhadi Wijaya, Liliana Yovita Yovita Zunairoh Zunairoh Zunairoh, Zunairoh