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All Journal International Journal of Applied Finance and Business Studies
Diyah Winarni, Roro Suestu
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Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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The influence of green products on green purchase intention mediated by green brand awareness Diyah Winarni, Roro Suestu
International Journal of Applied Finance and Business Studies Vol. 12 No. 1 (2024): June: Applied Finance and Business Studies
Publisher : Trigin Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35335/ijafibs.v12i1.285

Abstract

Consumer behavior has shifted to concern for the environment. Creating green products has become a big agenda for every entrepreneur, and they must continue to follow global changes. This study aims to analyze how green products can affect green purchase intention mediated by green brand awareness. This study uses quantitative methods to determine the relationship between variables. The sample used in this study was 120 respondents. Questionnaires were used for data collection and analysis using SmartPLS software version 3. The analysis results confirm that green products can positively and significantly affect green purchase intention and partial green brand awareness. Green brand awareness can also affect green purchase intention positively and significantly. At the same time, green brand awareness can mediate the relationship between green products and green purchase intention positively and significantly
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