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All Journal Jurnal Manajemen dan Bisnis (Performa) JAM : Jurnal Aplikasi Manajemen EKOMBIS REVIEW: Jurnal Ilmiah Ekonomi dan Bisnis MIX : Jurnal Ilmiah Manajemen Binus Business Review Religious: Jurnal Studi Agama-Agama dan Lintas Budaya Jurnal Mirai Management Asia-Pacific Management and Business Application Jurnal Bisnis dan Manajemen Jurnal EMT KITA Jurnal Studi Manajemen dan Bisnis Agregat: Jurnal Ekonomi dan Bisnis Journal of Economic, Bussines and Accounting (COSTING) SEIKO : Journal of Management & Business JURNAL EDUCATION AND DEVELOPMENT Journal of Secretary and Business Administration YUME : Journal of Management JURISMA: Jurnal Riset Bisnis & Manajemen JURNAL MANAJEMEN BISNIS Jurnal Ekonomi dan Bisnis Dharma Andalas Jurnal Menara Ekonomi : Penelitian dan Kajian Ilmiah Bidang Ekonomi JEMMA | Journal of Economic, Management and Accounting To Maega: Jurnal Pengabdian Masyarakat Journal of Research in Business, Economics, and Education International Journal of Economics Development Research (IJEDR) Management Studies and Entrepreneurship Journal (MSEJ) Publik: Jurnal Manajemen Sumber Daya Manusia, Administrasi dan Pelayanan Publik Jurnal Syntax Transformation Jurnal Fokus Manajemen Bisnis ATRABIS: Jurnal Administrasi Bisnis (e-Journal) Journal of Industrial Engineering & Management Research (JIEMAR) Jurnal Ekonomi Prosiding Konferensi Nasional PKM-CSR Indonesian Journal of Business Analytics (IJBA) Journal of Management, Accounting, General Finance and International Economic Issues (MARGINAL) Journal of the Community Development in Asia Asia Pacific Journal of Management and Education Asian Journal of Management Analytics Jurnal Ilmiah MEA (Manajemen, Ekonomi, dan Akuntansi) eProceedings of Management Community Service Seminar and Community Engagement (COSECANT) Enrichment: Journal of Multidisciplinary Research and Development KONTAN: Jurnal Ekonomi, Manajemen dan Bisnis Multidisciplinary Indonesian Center Journal Jurnal Pengabdian Indonesia
Putu Nina Madiawati
Universitas Telkom
Religion Agriculture, Biological Sciences & Forestry Arts Humanities Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Earth & Planetary Sciences Economics, Econometrics & Finance Education Electrical & Electronics Engineering Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Nursing Public Health Social Sciences Other

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Journal : Asian Journal of Management Analytics

 1 
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 A.Cut Indah Abdullah Sufyan, Bagja Adi Wirawan Agus Maolana Hidayat Aldi Akbar Anggara Siswanajaya Anita Silvianita Aprelia Rizki Prastika Arif Kuswanto Arif Partono Prasetio, Arif Partono Arry Widodo Aryapermana, Rizqy Fathurrahman Asti, Elvina Syafira Ayu Setyaningrum Az-Zahra, Putri Barus, Viljen Kaginta Baskara, Muhamad Br Karo, Ella Manisa Brady Rikumahu Bunga Adelia Putri Choirie, Achmad Thariqul Citra Kusuma Dewi Clarisa Salsabila Davide Calandra Delanera Rizkia Devia Setiawati, Devia Dian Indiyati Dicky Hidayat Dudi Pratomo Erlangga, Yogi ERLITA Fadhlullah, Ahmad Fahira, Luwisca Fakhira Azzahra Farida Titik Kristanti Fauziah, Farizsa Rianka Federico Lanzalonga Fuji Dwi Rani Ganea Wijaya, Banu Surya Ghaluh Iedmu’ammar Iedmu’ammar Gunardi, Muhammad Raihan Aufa Haifa Salsabila Handono, Artiar Anjani Hari Sel, Boby Jamis Hidayat, Dani Rizki Ida Nurnida Imanuddin Hasbi Indah Fransiska Insani, Nabilah Alya Ita Nursita Sari Jayabaya, Petrus Jella Zumalia Fitri Krisdamayanti, Sintya Madani, Akmal Mulki Mahir Pradana Michele Oppioli Mitha Permata Pura Mokhamad Wildan Marzuqon Muhammad Maulvi Mussalman Nabilah Alya Insani Nabilla Dyah Eka Pramudhita Negara, Arif Bijaksana Prawira Nila Dewi A., Ni Ketut Tiara Astiti Nindy Resti Puranda Nugroho, Nova Azhar Nur Kholifah, Cantika Nur Sheha Gunawan, Ahmad NURUL RAHMAWATI Nuslih Jamiat Pane, Eryanda Rizki Pardede, Nova Lina Kristin Pratama, Agung Putra Pratiwi, Nabila Puranda, Nindy Resti Puranda, Nindy Resti Purba, Hera Glatia Friskilia Putra, Kurniawansyah R. Nurafni Rubiyanti Raihana, Annisa Lathifah Rama Ramadhani, Zahira Hasna Aulia Ramadhanny, Allisyah Noer Fitri Rania Salsabila Ratih Hendayani Robi Latansa Rohmah, Hannah Nasriatun Najah Nur Roza Tri Meilani Rozy Fauzana Saefudin, Miftah Fauzil Adhim Sanusi, Dede Sukmadyanto Saradha Kirana Sarah Miranda Sazkia Alifia Rachmah Septiani, Fina Setyaningrum, Ayu Shafa, Dhiya Sherly Artadita Shilmy Diyani Sitohang, Fitri Melani Sugiono, Ovio Destiana Sulistijono Sulistijono Syahdan Muhamad Rezky Syahputra Syahputra Tambunan, Otari Adelia Tiara Maharani, Tiara Tri Indra Wijaksana Udayanti, Imel Valencia Sahanaya Wicaksono, Yoga Tri Wulandari, Alivia Trisnanda Ynry Purnamasari yogi suprayogi Zamaludin Abdulah