The Effects of Green Brand Positioning, Green Brand Knowledge, and Attitude towards Green Brand on Green Products Purchase Intention

Green products are environmentally sound products, designed and processed in a way to reduce the effects that may pollute the environment, whether in production, distribution and consumption. This study is conducted to determine the effect of green brand knowledge mediated attitudes toward the green brand and how it affects the intention to buy green products manufactured by Twin Tulipware. The purpose of this research is to know and analyze how the green brand knowledge, how the attitude toward the green brand, how the intention to buy green products, the amount of influence knowledge and green attitude to purchase intention of green products manufactured by Twin Tulipware directly and indirectly. The researchers use three research variables categorised as the independent variables and dependent variable. The research method applied in this study is a quantitative inquiry. Sampling is done by non-probability sampling method with accidental sampling type, with 100 respondents, knowing and using Twin Tulipware product. The data are collected by using questionnaires. The results show that the direct effects of green brand knowledge on the intention to buy green products are 49.5% and indirect influence through the attitude toward the green brand is 21%. Therefore, the total effect of green brand knowledge on the intention to buy green products through the attitude of the green brand is 70.5%. Knowledge and attitude have a R2 (R Square) value of 56.6% of the intention to buy green products.

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GREEN BRAND EFFECTS ON GREEN PURCHASE INTENTION (LIFE RESTAURANT NEVER ENDED)

Dinasti International Journal of Management Science ◽

10.31933/dijms.v1i5.298 ◽

2020 ◽

Vol 1 (5) ◽

pp. 762-768

Author(s):

Rennyta Yusiana ◽

Arry Widodo ◽

Agus Maolana Hidayat ◽

Prima Kusuma Oktaviani

Keyword(s):

Global Warming ◽

Significant Influence ◽

Purchase Intention ◽

Healthy Lifestyle ◽

Environmental Damage ◽

Brand Positioning ◽

Green Products ◽

Brand Knowledge ◽

Brand Effects ◽

Gas Effect

Currently the restaurant business is growing rapidly in Bandung. This development occurred because of the support of people's behavior to eat outside the home. The issue of environmental damage such as global warming and the greenhouse gas effect, encouraging the emergence of restaurants that provide healthy products and green products. This restaurant appears in order to improve healthy behavior, reduce waste, and provide education to people to live healthy and to protect the environment. One of them is Restoran Kehidupan Tidak Pernah Berakhir (KTPB) which is a vegan restaurant in Indonesia that provides a healthy lifestyle by eating only vegetables and to educate consumers to consume green products. This study aims to determine the effect of Green Brand Positioning, Green Brand Knowledge, Attitude Toward Green Brand in increasing Green Purchase Intention. This research is a quantitative explanatory study using 400 community respondents. Bandung. The calculation and data processing will use Amos software. The results showed that, Green Brand Positioning has a significant impact on Green Brand Knowledge and has significant implications for change for Green Brand Attitude Towards and has a significant influence on Green Purchase Intention. Those variables have a significant impact on the Green Purchase Intention for consumers Kehidupan Tidak Pernah Berakhir Restaurants (KTPB).

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Determinants of Green Product Purchase Intention

Asia Proceedings of Social Sciences ◽

10.31580/apss.v2i3.450 ◽

2018 ◽

Vol 2 (3) ◽

pp. 247-250

Author(s):

Ai Chin Thoo ◽

Nor Haslinda binti Mohd Lawi ◽

Farrah Merlinda Muharam ◽

Umar Haiyat Abdul Kohar ◽

Tan Liat Choon ◽

...

Keyword(s):

Purchase Intention ◽

Green Product ◽

Brand Positioning ◽

Consumer Knowledge ◽

Green Products ◽

Brand Knowledge ◽

The Third ◽

The Relationship

There are three hypotheses were developed for the study. The first hypothesis is about the relationship between green brand positioning and green product purchase intention. The second hypothesis is about the relationship between green brand knowledge and green product purchase intention. The third hypothesis is about the relationship between attitude towards green brand and green product purchase intention. Out of the three hypotheses, only two hypotheses are supported which are green brand positioning and green brand knowledge on green product purchase intention. The green consumer knowledge has biggest impact on green product purchase, followed by green brand positioning. The attitude towards green brand has no relationship with green product purchase intention. The study found that the adjusted RÂ² is 0.776. This means approximately 77.6% of the green products purchase intention could be explained by the green brand positioning and green brand knowledge.

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The impact of brand positioning and knowledge on attitude towards brand and purchase intention: A study of organic rice in Ho Chi Minh City

HCMCOUJS - ECONOMICS AND BUSINESS ADMINISTRATION ◽

10.46223/hcmcoujs.econ.en.10.1.225.2020 ◽

2020 ◽

Vol 10 (1) ◽

Author(s):

Hoang Thi Phuong Thao ◽

Lu Van Bao Long ◽

Nguyen Le Thai Hoa

Keyword(s):

Factor Analysis ◽

Purchase Intention ◽

Structural Equation ◽

Ho Chi Minh City ◽

Equation Modeling ◽

Consumer Attitude ◽

Brand Positioning ◽

Brand Knowledge ◽

Organic Rice ◽

The Impact

The purpose of this study is to measure the effectiveness of factors of brand, including Brand Positioning, Brand Knowledge, Attitude towards Organic Rice Brand, and Organic Rice Purchase Intention. The survey was conducted with a sample of 224 consumers shopping at four organic rice shops in Ho Chi Minh City. The research was performed by quantitative research methods: Cronbach's Alpha Reliability Analysis, Exploratory Factor Analysis (EFA), Confirm Factor Analysis (CFA), and Structural Equation Modeling (SEM). The research results were conducted in two direct models and the indirect models in which the indirect model was supported. This means that brand positioning and brand knowledge had no direct impact on the Intention to buy organic rice, but only an indirect one through the consumer attitude towards the organic rice brand.

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PENGARUH GREEN BRAND POSITIONING DAN GREEN BRAND KNOWLEDGE TERHADAP GREEN PURCHASE INTENTION MELALUI SIKAP PADA GREEN BRAND SEBAGAI VARIABEL MEDIASI

Jurnal Muara Ilmu Ekonomi dan Bisnis ◽

10.24912/jmieb.v4i2.8205 ◽

2020 ◽

Vol 4 (2) ◽

pp. 320

Author(s):

Linda Wahyuningtias ◽

Yessy Artanti

Keyword(s):

Path Analysis ◽

Purchase Intention ◽

Environmental Issues ◽

Brand Positioning ◽

Purchasing Behavior ◽

Brand Knowledge ◽

Behavior Understanding ◽

Knowledge And Attitudes ◽

Age Range ◽

The Impact

Meningkatnya kepedulian konsumen akan isu lingkungan dapat memengaruhi perilaku pembelian. Pemahaman dampak konsumsi terhadap lingkungan dapat mendorong konsumen dalam niat pembelian produk ramah lingkungan. Pada dasarnya setiap konsumen selalu menginginkan produk yang sehat, aman digunakan dan memiliki dampak pencemaran sekecil mungkin bagi lingkungannya. Niat pembelian produk ramah lingkungan atau dapat disebut green purchase intention dipengaruhi oleh beberapa faktor diantaranya adalah green brand positioning, green brand knowledge dan sikap pada green brand. Penelitian ini bertujuan untuk menganalisis dan membahas pengaruh green brand positioning dan green brand knowledge terhadap green purchase intention melalui sikap pada green brand sebagai variabel mediasi pada konsumen Aqua. Penelitian ini menggunakan nonprobability sampling dengan mengandalkan judgment dari peneliti untuk membidik responden. Responden adalah konsumen Aqua sekaligus green consumer yang mengetahui program Aqua Life dengan rentang umur 18—65 tahun sebanyak 200 reponden. Teknik analisis data menggunakan analisis jalur (path analysis). Hasil dari penelitian ini menunjukkan bahwa green brand positioning berpengaruh signifikan terhadap green purchase intention dan sikap pada green brand. Sedangkan green brand knowledge tidak berpengaruh signifikan terhadap green purchase intention namun berpengaruh signifikan terhadap sikap pada green brand. Untuk variabel sikap pada green brand dinyatakan memediasi secara sempurna green brand positioning dan green brand knowledge terhadap green purchase intention. Increased consumer awareness of environmental issues can influence purchasing behavior. Understanding the impact of consumption on the environment can encourage consumers in green product intention. Basically every consumer always wants a product that is healthy, safe to use and has the least possible pollution impact on the environment. The purchase intention environmentally friendly products or can be called green purchase intention is influenced by several factors among them are green brand positioning, green brand knowledge, and attitudes towards green brands. This study aims to analyze the effect of green brand positioning and green brand knowledge on green purchase intention through attitude towards green brand as a mediating variable for Aqua consumers. This research uses non probability sampling and judgmental sampling methode to target respondents. Respondents were Aqua consumers as well as green consumers who know the Aqua Life program with an age range of 18-65 years as many as 200 respondents. Data analysis techniques using path analysis. The results of this study examined that green brand positioning had significant effect on green purchase intention and attitude toward green brand while green brand knowledge had no significant effect on green purchase intention but had significant effect on attitudes toward green brands. The attitude toward green brand stated to perfectly mediate green brand positioning and green brand knowledge on green purchase intention.

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Effects of Green Brand Positioning, Knowledge and Attitude on Green Product Purchase Intention

International Journal of Psychosocial Rehabilitation ◽

10.37200/ijpr/v24i1/pr200166 ◽

2020 ◽

Vol 24 (1) ◽

pp. 598-608

Author(s):

Thoo Ai Chin ◽

Nor Haslinda Binti Mohd Lawi ◽

Farrah Merlind Muharam ◽

Umar Haiyat Abdul Kohar ◽

Tan Liat Choon ◽

...

Keyword(s):

Purchase Intention ◽

Green Product ◽

Brand Positioning ◽

Knowledge And Attitude

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

Jurnal Manajemen Bisnis dan Kewirausahaan ◽

10.24912/jmbk.v3i2.4967 ◽

2019 ◽

Vol 3 (2) ◽

Author(s):

Evan Himawan

Keyword(s):

Purchase Intention ◽

Positive Influence ◽

Brand Attitude ◽

Brand Positioning ◽

Brand Knowledge ◽

Indirect Influence ◽

Item Scale

The purpose of this paper is to explore the direct and indirect influence of green brand positioning, green brand attitude and green brand knowledge on green purchase intention. Data were collected from 199 respondents. “green brand positioning” measure used five-item scale, “green brand attitude” measured used six-item scale, “green brand knowledge” and “green purchase intention” measure used five-item scale. All measurement items were measured on five point Linkert-type scales. The three hypotheses in this paper have been tested. green brand positioning significantly gives positive influence to green purchase intention. Green brand attitude significantly gives positive influence to green purchase intention and green brand knowledge significantly gives positive influence to green purchase intention.

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Green product purchase intention: impact of green brands, attitude, and knowledge

British Food Journal ◽

10.1108/bfj-06-2016-0295 ◽

2016 ◽

Vol 118 (12) ◽

pp. 2893-2910 ◽

Cited By ~ 45

Author(s):

Norazah Mohd Suki

Keyword(s):

Purchase Intention ◽

Structural Equation ◽

Structural Model ◽

Equation Modeling ◽

Green Product ◽

Brand Positioning ◽

Content Type ◽

Brand Knowledge ◽

The Impact ◽

The Relationship

Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention. Design/methodology/approach A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0. Findings Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention. Practical implications Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products. Originality/value The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.

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Analysis of Green Marketing Tools towards Consumer Purchase Intention in Kathmandu

Journal of Business and Social Sciences Research ◽

10.3126/jbssr.v1i1.20948 ◽

2018 ◽

Vol 1 (1) ◽

pp. 37

Author(s):

Shulov Shrestha

Keyword(s):

Hypothesis Testing ◽

Purchase Intention ◽

Green Marketing ◽

Primary Data ◽

Green Products ◽

The People ◽

Consumer Purchase Intention ◽

Green Packaging ◽

The Impact ◽

Structured Questionnaire

<p>The main purpose of this study is to examine the impact of green marketing tools on product choice and how green initiatives influence purchase intention of consumers. The research also attempts to examine the relationship between age, income, education, and occupation with consumer purchase intention in association with green marketing tools. The study is descriptive in nature and focuses on hypothesis testing using structured questionnaire and interview. Structured questionnaire is used to collect primary data from a sample size of 120 respondents focusing on employed, self-employed, students and homemakers. These groups are assumed to represent green purchase in today’s society. However, opinions of marketing professionals have also been considered. The survey population represents the people who go for shopping; data have also been collected from the point of purchase. Green purchase intention was seen to be incremental considering the increase in the level of education of individuals. Green marketing tools i.e., environmental belief, green packaging, green branding, green advertisement, green labelling has been taken into account to observe its significance towards consumer purchase intention. Likert scale questions with five-scalerating were used to do the hypothesis testing. The questions included statements in conjunction with the measure of green marketing tool’s influence over consumer purchase intention. The research revealed that green marketing tools played a significant role in inducing a positive purchase intention towards green products. While there exists growing preference towards green products, price plays a major role in product purchase.</p><p>Journal of Business and Social Sciences Research, Vol. 1, Issue 1, pp. 37-57</p>

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