Theory of Planned Behavior shows a person's conscious motivation to perform an action. The more positive a person's attitude, the stronger the support of social norms, and the higher the self-confidence in the ease of behavior, the greater the chance of a person actually performing the behavior. Ajzen, I. (1991). TPB explains how a person's intention is a major factor in determining actual behavior. This intention is formed from three main elements, namely:

In an increasingly competitive business world, understanding the factors that influence consumer purchasing interest in environmentally friendly products is crucial (Ajzen, 1991; Kamaruddin, Putit, & Fikry, 2024).

Hanjani and Widodo (2019) added that green brands are not only corporate assets, but also reflect a company’s commitment to sustainability through the use of brand elements, symbols, and other cues that can enhance or diminish product value. With Green Brand Knowledge, consumers not only understand the

advantages of green products, but are also more likely to give positive responses that can strengthen loyalty to green brands. Research conducted by Hartanto et al. (2023) revealed that Green Brand Knowledge (GBK) significantly influences consumer purchase intentions for green products, with an important role for consumers' positive attitudes towards these products.

According to Riptiono & Yuntafi'ah (2021), it explains that attitude reflects the tendency of individuals to respond to an object, either positively or negatively. In the context of green brands, Putri and Indarawati (2018) state that Attitude towards Green Brand describes consumer preferences for a brand that is oriented towards sustainability, thus influencing their purchasing decisions. The existence of environmentally friendly brands encourages consumers to choose products that are more in line with their concern for the environment.

Furthermore, Tristiani et al. (2019) emphasized that attitudes towards green brands are a major factor in purchasing decisions for environmentally friendly products. Factors such as trust in the brand, individual preferences, and pro- environmental behavior contribute to shaping these attitudes. The more positive consumers' perceptions of green brands are, the more likely they are to choose these products over conventional products.

Based on these various views, Attitude Toward Green Brand can be interpreted as a positive attitude of consumers towards brands that are committed to sustainability. This attitude not only reflects concern for the environment but also plays a role in purchasing decisions based on the benefits and credibility of green brands.

According to Ramadhani and Mangruwa (2024), the intention to buy environmentally friendly products reflects consumer awareness and preferences in choosing products that support sustainability. Consumers who understand the

benefits of products and have concern for the environment are more likely to switch to sustainable products. In line with this, Nur Shidiq and Widodo (2018) emphasized that the level of consumer knowledge about the environmental impact of a product affects the purchase intention of green products. The higher the awareness and understanding of consumers, the more likely they are to choose products that are more environmentally friendly. Sianipar (2021) states that the intention to buy green products is driven by strong motivation in consumers who are interested in sustainable products. This interest arises from the expectation of the benefits offered by green products, so that consumers are more encouraged to make purchases.

According to Aaker (2009), Brand Equity is the value owned by a brand based on consumer perceptions of the brand. Aaker explains that Brand Equity consists of four main interconnected dimensions, which contribute to shaping and strengthening the brand's position in the market. Brand Equity refers to the added value provided by a brand to a product or service, which is reflected in consumer perceptions, preferences, and loyalty (Wijaya & Harsoyo, 2025). In green marketing, brand equity plays an important role as a mediator that strengthens the relationship between green marketing strategies and green product purchase intentions. Research shows that elements such as green products and green brand awareness contribute positively to consumer purchase intentions for sustainable products. Brand equity itself consists of assets and liabilities attached to a brand, including its name and symbols, which can affect the value of products for companies and consumers (Pakutandang, 2024). From another point of view, brand equity is also influenced by consumer perceptions of brand superiority, social esteem, and the level of customer trust and identification with the brand (Schiffman & Wisenblit, 2019).And Purnama and Madiawati (2023) highlight the importance of mediating variables in consumer behavior, where purchase decisions mediate the effect of price, product quality, and promotion on customer satisfaction. This aligns with the present study, which positions Brand Equity as a mediator between green brand knowledge and attitude and purchase intention for Corkcicle products.

The viral phenomenon of Corkcicle on TikTok is a relevant example in this study because TikTok has become a highly influential platform in creating trends and changing consumer behavior. Viral content on TikTok, especially related to products such as Corkcicle, has the potential to increase Brand Awareness, change Perceived Quality, and create positive associations and Brand Loyalty among consumers. According to a study by Putri, B. A., & Madiawati, P. N. (2023), social media influencers and brand awareness have a positive influence on purchase decisions. And A study by Widodo, A., Rubiyanti, N., & Madiawati,

P. N. (2024) found that ocial media engagement and pro-environmental behavior significantly influence purchase intention for eco-friendly products among Generation Y and Z in Indonesia. sThis supports the importance of attitude toward green brands in shaping purchase intention, especially when reinforced by sustainability awareness and social media exposure. Therefore, Corkcicle’s

success in building brand equity through social media is highly relevant to the behavior of young consumers, who are strongly influenced by digital trends and influencer recommendations. Therefore, this study aims to explore how this viral phenomenon on TikTok impacts the Brand Equity of Corkcicle products, particularly in building emotional connections with consumers and influencing their purchasing decisions.

Table 1. Responden Characteristics

Based on Table 1, from 300 respondents, 63% were female and 37% male. This aligns with Clover Research (2024), which states that gender influences consumer behavior, with women often making household purchase decisions and paying more attention to product ethics and aesthetics. Tumblers like Corkcicle, available in a variety of colors and styles, tend to attract more female consumers (Mintel, 2021).

19. This younger demographic is entering a stage of financial independence and is increasingly conscious of sustainability. According to Populix (2023), over 72% of Gen Z in Indonesia have started using reusable, eco-friendly products, driven by environmental concern, aesthetics, and social status.

Regarding education, 68% of respondents held a bachelor’s degree, indicating a consumer group that is generally more informed, sustainability- aware, and responsive to modern lifestyles. University graduates, typically aged 20–34, are also highly active on social media platforms such as TikTok and

Instagram, which are instrumental in shaping product trends (DataReportal, 2024). Meanwhile, high school/vocational school students form the second- largest group, and as digital natives, they contribute significantly to trend dissemination online (GoodStats, 2024).

A majority (56%) of respondents were students, further emphasizing the relevance of social media in influencing their product choices. Their responsiveness to Instagrammable, aesthetically pleasing, and eco-conscious products like Corkcicle makes them a strategic target market (Hypeabis.id, 2024). In terms of income, 66% of respondents had a monthly income or allowance between IDR 3,000,000–5,000,000, mainly students. Meanwhile, 32% earned IDR 5,000,000–10,000,000, consisting of employees, civil servants, and entrepreneurs with more stable financial capacity. This places most respondents in the middle-income category, a segment well-aligned with Corkcicle’s positioning as a functional, aesthetic, and sustainability-focused lifestyle product. The respondents’ income level, combined with positive brand perception and awareness of environmental values, supports their purchase

intention toward eco-friendly products like Corkcicle.

Descriptive statistics, as outlined by Sugiyono (2019), are utilized to interpret and present research findings by calculating central tendencies such as the average, which is illustrated in the table below.

Table 2. Interval Class Category

Table 3. Desriptive Analysis

Table 3 presents the results of the descriptive analysis of the main research variables, which include Green Brand Knowledge (X1), Attitude Toward Green Brand (X2), Purchase Intention (Y), and Brand Equity (Z). The analysis shows that all variables fall under the “Very Good” category, indicating a positive perception among respondents.

The analysis shows that Green Brand Knowledge has a positive and significant effect on Purchase Intention (T-statistic = 2.200 > 1.96; P-value = 0.028

< 0.05). This means that the higher consumers' knowledge of the environmentally friendly aspects of a brand, the greater their intention to buy the product. In the context of Corkcicle, consumers' understanding of sustainability practices such as the use of recycled materials, reduction of single-use plastics, and environmental campaigns drives positive associations towards the brand. This knowledge makes consumers feel that their purchase contributes to environmental conservation, thus strengthening purchase intention. This finding is consistent with previous studies (Saputri & Paramita, 2024; Nova & Silvianita, 2023; Samudera, 2022) which show that green brand knowledge increases purchase intention on sustainable products. Corkcicle's educational strategies, such as the recycling partnership with Rekosistem and the #MotherEarthDay campaign, are effective in building such awareness. Proper education and transparent communication are essential to drive consumer purchase intent.

The results of the analysis show that Green Brand Knowledge has a positive and significant effect on Brand Equity (T-statistic = 4.936 > 1.96; P-value

= 0.000 < 0.05). This means that the higher the consumer knowledge about a brand's sustainability practices, the stronger the brand equity formed.

At Corkcicle, consumer understanding of practices such as the use of recycled materials, plastic reduction, and eco-friendly campaigns contribute to increased trust, loyalty, and perception of brand quality. The "stylish sustainability" strategy carried by Corkcicle has succeeded in forming a positive image, strengthening brand equity dimensions such as brand awareness and brand association. This finding is supported by Himawan (2019) and Huang et al. (2019), who emphasized that consumer knowledge about a brand's ecological

commitment increases trust and loyalty. Therefore, education and transparency regarding sustainability initiatives are key to strengthening a brand's position in an increasingly environmentally conscious market.

Based on the analysis, consumers' positive attitude towards green brands was shown to have a significant effect on purchase intention (T-statistic = 2.996

> 1.96; P-value = 0.003 < 0.05). This means that the more positive consumers perceive the sustainability value of a brand, the higher their intention to buy the product. This finding is in line with Nova and Silvianita's (2021) study, which states that consumer attitudes towards green brands drive purchase intention through a value match between consumers and brand principles.

In the case of Corkcicle, positive attitudes are formed through environmental commitments such as the use of environmentally friendly packaging, recycling programs, and participation in social projects such as providing access to clean water in NTT. These efforts strengthen Corkcicle's image as a brand that is not only functional, but also contributes to sustainability, thus encouraging consumer Purchase Intention.

The results of the analysis show that consumer attitudes towards green brands have a positive and significant effect on brand equity (T-statistic = 4.625

> 1.96; P-value = 0.000 < 0.05). This means that the hypothesis is accepted.

Corkcicle has successfully built brand equity through an environmentally friendly image that is effectively communicated, especially to the younger generation. Digital strategies such as campaigns on TikTok reinforce the perception that Corkcicle products are not only stylish, but also aligned with sustainability values. This finding is in line with the research of Wulandari et al. (2024), which states that positive attitudes towards green brands encourage loyalty, word of mouth, and strengthen brand position in the market. Thus, forming positive consumer attitudes towards green values is very important to strengthen Brand Equity.

The test results show that Brand Equity positively and significantly mediates the effect of Green Brand Knowledge on Purchase Intention (T-statistic

= 2.266 > 1.96; P-value = 0.024 < 0.05), so the hypothesis is accepted. This means that consumer knowledge about Corkcicle's sustainability aspects - such as the use of recycled materials and plastic reduction - does not directly increase purchase intention, but through the formation of Brand Equity first.

Brand Equity is formed from perceived quality, associations to green values, loyalty, and trust in the brand's environmental commitment. When brand equity is strong, purchase intention increases. This finding is in line with the research of Suki et al. (2021) which confirms that Green Brand Knowledge affects

Purchase Intention through Brand Equity. Therefore, Corkcicle needs to continue to strengthen its green brand image while consistently communicating its sustainability initiatives to encourage consumer purchase intentions.

The test results show that Brand Equity positively and significantly mediates the effect of Attitude Toward Green Brand on Purchase Intention (T- statistic = 2.378 > 1.96; P-value = 0.017 < 0.05). Thus, the hypothesis is accepted. This means that consumers' positive attitudes towards the sustainability values promoted by Corkcicle—such as the use of reused materials, environmentally friendly design, and green campaigns—do not necessarily drive purchase intentions without the support of Brand Equity.

Brand Equity includes perceptions of product quality, associations with environmental values, loyalty, and trust in the brand's sustainability commitment. When these elements are strongly formed, a positive attitude towards a green brand is more effective in driving Purchase Intention.

This finding is in line with research by Chen & Chang (2020) which states that brand equity plays an important role in linking consumer attitudes towards green brands with purchasing decisions. Therefore, Corkcicle needs to combine sustainability communication strategies with brand image strengthening to drive consumer purchase intentions.

The influence of Green Brand Knowledge and Attitude Toward Green Brand simultaneously has a positive effect on Purchase Intention through Brand Equity The results of the analysis show that Brand Equity significantly mediates

the combined effect of Green Brand Knowledge and Attitude Toward Green Brand on Purchase Intention (T-statistic = 2.200 > 1.96; P-value = 0.028 < 0.05). This means that the hypothesis is accepted. The combination of consumer knowledge of sustainability initiatives (cognitive aspect) and positive attitudes towards green brands (affective aspect) contributes to forming strong brand equity. Brand Equity formed from these two factors increases the perception of quality, trust, and loyalty to the brand, thereby encouraging Purchase Intention. This finding is consistent with the study of Generalvine et al. (2025) which emphasizes the importance of an integrated approach in green marketing: education and attitude formation need to go hand in hand to build Brand Equity that can influence purchase intention. Therefore, companies must touch the cognitive and emotional aspects of consumers to strengthen brand equity as a

whole.

From the research findings that have been conducted, the following can be concluded: