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

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

scholarly journals Green Product Purchase Intention

2018 ◽  
Vol 2 (2) ◽  
pp. 60
Author(s):  
Aang Muhammad Nur Shidiq ◽  
Arry Widodo
Keyword(s):  
Purchase Intention ◽  
Sampling Method ◽  
Green Product ◽  
Direct Effects ◽  
Green Products ◽  
Brand Knowledge ◽  
Independent Variables ◽  
Production Distribution ◽  
Knowledge And Attitude ◽  
Environmentally Sound

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.

scholarly journals Determinants of Green Product Purchase Intention

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 R² 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.

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

2016 ◽  
Vol 118 (12) ◽  
pp. 2893-2910 ◽  
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.

The Structural Equation Models Of Environmental Concern and Knowledge To Green Trust and Green Purchase Intention Towards Green Products (Guideliness)

2018 ◽  
Author(s):  
rizka zulfikar
Keyword(s):  
Structural Equation Model ◽  
Purchase Intention ◽  
Structural Equation ◽  
Goodness Of Fit ◽  
Environmental Concern ◽  
Equation Model ◽  
Environmental Knowledge ◽  
Green Product ◽  
Green Trust ◽  
Fit Index

This research aims to find a structural equation model that can explain the relationship and influence of the environmental concern and Environmental Knowledge to green trust and green purchase intention towards green product. This study is a survey research using questionnaires as an instrument. Population and sample used in this study is public of South Kalimantan Province and taken as many as 150 respondents using non-purposivesampling method. The analysis technique used are : the instruments test, the construct validity and reliability test, the suitability of the model based on the goodness of fit index, pathways analysis and the Influence test according to the model of SEM that complies with the goodness of fit index to determine the effect of variable perception value and risk to public trust. The study found that: (1) Structural equation model of the correlation between the environmental concern and Environmental Knowledge to green trust and green purchase intention towards green product are comply with the criteria and standards of goodness of fit index, (2) (3) (4)

scholarly journals PERAN INNOVATIVENESS SEBAGAI MODERASI PADA KETERKAITAN PENGARUH SOSIAL TERHADAP MINAT PEMBELIAN KOPI STARBUCKS

2020 ◽  
Vol 4 (1) ◽  
pp. 174
Author(s):  
Miharni Tjokrosaputro ◽  
Cokki Cokki
Keyword(s):  
Structural Equation Modeling ◽  
Social Influence ◽  
Purchase Intention ◽  
Structural Equation ◽  
Partial Least Square ◽  
Least Square ◽  
Equation Modeling ◽  
Green Product ◽  
Convenience Sampling

Tujuan penelitian ini adalah untuk mengetahui apakah keinovatifan dapat memoderasi peran pengaruh sosial terhadap minat pembelian kopi Starbucks sebagai produk hijau. Penelitian ini menggunakan metode survey. Responden adalah 100 konsumen Starbucks. Teknik pengambilan sampel adalah convenience sampling. Teknik pengumpulan data menggunakan kuesioner. Teknik analisis data menggunakan Partial Least Square-Structural Equation Modeling. Hasil penelitian menunjukkan bahwa pengaruh sosial berpengaruh terhadap niat membeli kopi Starbucks dan keinovatifan konsumen tidak memoderasi peran pengaruh sosial terhadap minat pembelian kopi Starbuck sebagai produk hijau. The purpose of this study was to determine whether innovativeness can moderate the role of social influence in the purchase intention of Starbucks coffee as a green product. Respondents were 100 Starbucks consumers. The sampling technique is convenience sampling. Data collection techniques using a questionnaire by survey method. Data analysis techniques using Partial Least Square-Structural Equation Modeling. The results showed that social influence had effect on Starbucks coffee purchase intentions and consumer innovativeness did not moderate the role of social influence on the purchase intention of Starbuck coffee as a green product. This might be due to brand equity factors, collectivistic culture and limited sample size, which can be suggested for future researchers.

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

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.

scholarly journals Implementing Circular Economy and Its Impact on Consumer Ecological Behavior

2016 ◽  
Vol 7 (1) ◽  
pp. 3 ◽  
Author(s):  
Farhana Ferdousi ◽  
Dong Qiang ◽  
Dong Qiang ◽  
Dong Qiang
Keyword(s):  
Circular Economy ◽  
Purchase Intention ◽  
Best Practice ◽  
Energy Resources ◽  
Green Product ◽  
Industrial Practice ◽  
Widespread Implementation ◽  
Business Opportunities ◽  
Share Data ◽  
The Government

Aclimate changes, scarcity of water & energy resources and global challenges, a circulareconomy (CE) offers huge business opportunities to have greener products with adequateresponse from the consumers. The pioneering companies are now leading the way on a circulareconomy, but to drive broader changes it is critical to collect and share data, spread best practice,invest in innovation and encourage consumers with adequate green product information.Therefore, this study attempts to investigate whether any awareness creating message eitherfrom the government, enterprises or media influences consumer behavior toward buying greenproducts. The finding explored positive responses of the consumer toward ecological behaviorand green purchase intention. This study argued that widespread implementation of circulareconomyapproaches would require profound changes in industrial practice and patterns ofconsumption.

Green product purchase intention: Some insights from a developing country

2010 ◽  
Vol 54 (12) ◽  
pp. 1419-1427 ◽  
Author(s):  
T. Ramayah ◽  
Jason Wai Chow Lee ◽  
Osman Mohamad
Keyword(s):  
Developing Country ◽  
Purchase Intention ◽  
Green Product

scholarly journals Pengaruh Green Percevied Value, Green Product Innovation, Green Self Identitiy, Brand Credibility Terhadap Green Purchase Intention Melalui Green Brand Equity Pada Produk Skin-Care Korea Di Indonesia

2019 ◽  
Vol 2 (6) ◽  
Author(s):  
Alvin Alvin
Keyword(s):  
Brand Equity ◽  
Model Test ◽  
Indirect Effect ◽  
Product Innovation ◽  
Purchase Intention ◽  
Perceived Value ◽  
Green Product ◽  
Self Identity ◽  
Brand Credibility ◽  
Green Product Innovation

The purpose of this study was to analyze the influence of Green Perceived Value, Green Product Innovation, Green Self Identity, Brand Credibility to Green Purchase Intention through Green Brand Equity on Skin Care Korean Products in Indonesia. Respondents in this research is done by taking a sampling with purposive judgement selection on Innisfree and Nature Republic customer in Indonesia. The method is carried out in the form of survey method with the dissemination of questionnaires with population numbers 250 people. In conducting this research, the author uses the validity test, reability, , estimation model test, structural model test, classic t test. In conducting this research, the author uses the SPSS application version 17.0 and Lisrel 9. The results of this research show that the Green Perceived has no effect on Green Purchase Intention, Green Perceived Value has no effect on Green Brand Equity, Green Product Innovation has no effect on Green brand Equity, Green Self Identity affect positively on Green Brand Equity, Brand Credibility affect positively on Green Brand Equity, Brand Credibility affect positively on Green Purchase Intention, Green Product Innovation hasn’t indirect effect on Green Purchase Intention, Green Self Identity has indirect effect on Green Purchase Intention

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