East Asian Journal of Multidisciplinary Research (EAJMR)
Vol. 3 No. 10 (2024): October 2024

Assessment of the Relationship between Green Brand Positioning, Consumer Attitudes, and Intent to Purchase Sustainable Products.

Anwar, Misbahul (Unknown)
Indratno, Diana Leli (Unknown)
Wibowo, Sutrisno (Unknown)
Aulyda, Widy (Unknown)

Article Info

Publish Date
30 Oct 2024

Abstract

This study examines how Green Brand Positioning, Brand Attitude, and Brand Knowledge impact Green Purchase Intention. The independent variables include positioning, attitude, and green brand knowledge, while green purchase intention is the dependent variable, with green brand knowledge acting as a moderator. The research focuses on The Body Shop beauty brand and includes 236 participants. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 21. The results show that green brand positioning positively and significantly influences green purchase intention, as do green brand attitude and knowledge. However, there is no significant difference in the effect of green brand positioning on purchase intention when considering different levels of green brand knowledge.

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Journal Info
East Asian Journal of Multidisciplinary Research (EAJMR)
Website

Abbrev

eajmr

Publisher

PT FORMOSA CENDEKIA GLOBAL

Subject

Computer Science & IT Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Industrial & Manufacturing Engineering

Description

East Asian Journal of Multidisciplinary Research (EAJMR) is a scientific multidisciplinary research journal published by Yayasan Pendidikan Penelitian Pengabdian Algero. The aim of this journal publication is to disseminate the research results, conceptual thoughts, improved research methodologies ...