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

Authors

  • Misbahul Anwar Universitas Muhammadiyah Yogyakarta
  • Diana Leli Indratno Sekolah Tinggi Ilmu Ekonomi Isti Ekatana Upaweda Yogyakarta
  • Sutrisno Wibowo Universitas Muhammadiyah Yogyakarta
  • Widy Aulyda Universitas Muhammadiyah Yogyakarta

DOI:

https://doi.org/10.55927/eajmr.v3i10.11649

Keywords:

Green Brand Positioning, Green Brand Attitude, Green Brand Knowledge, Green Purchase Intention

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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Published

2024-10-30

How to Cite

Anwar, M., Indratno, D. L. ., Wibowo, S. ., & Aulyda, W. . (2024). Assessment of the Relationship between Green Brand Positioning, Consumer Attitudes, and Intent to Purchase Sustainable Products. East Asian Journal of Multidisciplinary Research, 3(10), 4949–4966. https://doi.org/10.55927/eajmr.v3i10.11649