Green Purchase Intention: An Investigation Green Brand Knowledge and Green Perceived Value of Bioplastic Products in Bandung - Indonesia

Background - Currently, there is environmental and ecosystem damage, one of which is due to the accumulation of waste residue or waste originating from industry and households. Difficult waste to decompose is plastic, they tend to accumulate in landfills, wasted in the sea, and can threaten marine ecosystems. However, if burned will produce substances that are harmful to health. This phenomenon supports people using plastic substitutes, bioplastics. It made from cassava and vegetable derivatives, and environmentally friendly and not harmful if ingested by animals. Purpose – This study aims to determine the effect of Green Brand Knowledge (GBK) and Green Perceived Value (GPV) on Green Purchase Intention (GPI) of bioplastic products in Bandung, Indonesia. Design/methodology/approach – This research is a quantitative research with descriptive and causal data analysis. The number of samples is 100 respondents who use bioplastic products in Bandung-Indonesia. The number of consumers is unknown, so the number of samples is determined by Bernoulli formula. Data collected from the questionnaire, processed using SPSS application and path analysis method. Findings – The results showed that the respondents' perceptions of each variable: Green Brand Knowledge (GBK), Green Perceived Value (GPV) and Green Purchase Intention (GPI) were in the good category. There is a partially significant relationship between Green Brand Knowledge (GBK) and Green Purchase Intention (GPI) and a simultaneous relationship, Green Brand Knowledge (GBK) and Green Perceived Value (GPV) with Green Purchase Intention (GPI) has a very strong and significant relationship. Research limitations – Focusing the dimensions of Green Brand Knowledge (GBK), Green Perceived Value (GPV) and Green Purchase Intention (GPI) to the respondent in Bandung-Indonesia, so the memory in the minds of consumers is centered on these variables. Originality/value – This study provides input on relevant theories regarding the effect of Green Brand Knowledge (GBK) and Green Perceived Value (GPV) on Green Purchase Intention (GPI) of bioplastic products in Bandung-Indonesia and supports increased consumer use of environmentally friendly products. It is known that improvements in the customer dimension and environmental concern are to increase Green Perceived Value (GPV), so that consumers get overall benefits and something is sacrificed based on environmental desires, in the hope that there will be sustainability and an increase in green needs.

Antecedents and Consequences of University Brand Identification

This research aims to examine the impact of university brand personality, university brand knowledge and university brand prestige on university identification. The study also aims to examine the impact of university identification on advocacy intentions, suggestions for improvements, university affiliation and participation in future activities. In order to execute the study, descriptive research design has been implemented. The study is based on primary data collected through structured questionnaire. A total of 285 respondents have been taken for this study. The findings of the study revealed that all three antecedents; university brand personality, university brand knowledge and university brand prestige has significant positive impact on university identification. Among three antecedents, university brand knowledge has the greatest impact on university identification. Similarly, the findings also revealed that there is significant positive impact of university identification on advocacy intentions, suggestions for improvements, university affiliation and participation in future activities. Likewise, the greatest consequence of university identification is advocacy intentions.

Factors Influencing Green Purchase Intention: Moderating Role of Green Brand Knowledge

The current study aims to investigate the moderating effect of green brand knowledge (GBK) on the relationship of green brand positioning (GBP), attitude towards the green brand (ATGB), environmental concern (EC) and green purchase intention (GPI) in Pakistan. For this purpose, the data was collected from the individuals who were buying organic food by using purposive sampling, using cross-sectional research design and quantitative research approach. The Partial Least Square (PLS)-Structural Equation Modeling (SEM) technique results had shown that all the direct-effect relationships, namely, GBP, ATGB, EC variables have a positive and significant relationship with the GPI. While indirect-effect relationships have shown that the relationships of ATGB, EC and GPI are significantly moderated by GBK, which indicated that the effect of GBP, and EC toward GPI would be stronger when individuals have strong knowledge about green brands. In contrast, GBK is not significantly moderating the relationship between GBP and GPI. The empirical findings of this study fill a gap in the existing body of literature regarding the effects of GPI, ATGB and EC on green brands, as well as the moderating effect of GBK. As a result, this study provides insight into the topic, which has not been thoroughly investigated in earlier studies. Therefore, we consider that understanding this moderating effect is a positive contribution to the existing body of knowledge, which could help researchers explore this relationship in the future. This study could also help the owners and managers to know about the importance of these exogenous, and moderate variables to increase their customer’s green purchase intentions.

Price level and brand knowledge and its effects on purchase behavior

Purpose: this study aims to examine the impacts of price levels, high level vs. low level, associated to a known brand vs. an unknown brand over fairness perception, symbolism quality and purchase intention.Design/methodology/approach: one pre-experiment is conducted with a 2 (high price level vs. low price level) x 2 (known brand vs. unknown brand) between-subjects design and a sample of 152 jeans customers.Finding: the results indicate that different price levels with brand knowledge or without brand knowledge impact differently over customer behavior, mainly when it comes to quality, fairness, perceived value, symbolic value and purchase intention of the investigated product and that that the relation between symbolic value and purchase intention is totally mediated by the perceived fairness.Practical Implication: by understanding how customers integrate, relate and infer quality, fairness and symbolic aspects to products through their perceptions concerning price levels and brand knowledge levels, it is possible to supply marketing professionals with information that lead to better-informed choices about pricing policy and branding in their companies.Originality/value: among these research contributions, we emphasize the proposition of eleven research hypotheses that aim to better understand customer behavior from the manipulation of two variables: product price level and brand knowledge level and its impact on perceived quality, fairness, symbolism and purchase intention.

The Effects of Marketing Related Activities on Brand Equity through Facebook

Purpose: The study aims to examine and analyze the effects of various marketing related activities on brand equity through Facebook. Methodology: An online survey was conducted for this empirical form of research. Questions were designed on a five-point Likert scale and distributed through Google forms, Facebook, and emails. Out of 450 questionnaires 332 active users of Facebook responded. The data was analyzed in SPSS v.21 and AMOS v.22 for results and discussions. Findings: The research findings confirm that marketing related activities via social media platform specifically Facebook have positive effects on brand awareness and brand image which finally make brand knowledge and thus leading to building brand equity. Moreover, findings show that development in consumer brand relationship in social networking like Facebook needs to understand both goals (media system dependency) and needs (uses and gratifications). Implications: With the rapid change of technology, Facebook has served as the most attractive part in marketing products, services, and brands to increase sales and brand equity. A large group of brand managers are asking themselves. “How can we improve brand equity by Using Facebook as a marketing channel?” The results and findings in this research study answer this question and lead brand managers to save time and resources and presents some area of improvements related to their needs.

Co-Creation of Value and Customer Experience: An Application in Online Banking

The need for the banking sector to digitize its services to improve the efficiency of its processes has motivated a wave of research among academics and professionals. One of the most important themes emerging in e-service adoption research is the customer experience. The customer experience has been explored from different angles, being explained from personal elements, interactions between peers, and in terms of the tools provided by companies to improve the experience. However, one of the key elements for improving the customer experience understood from the perspective of service-dominant logic is the co-creation of value. This research explores the personal elements that lead customers to co-create value and how this impacts the customer experience of digital banking channels. We present a cross-sectional quantitative investigation, carried out through a structured questionnaire applied to 406 financial consumers in Colombia. The results indicate that perceived brand knowledge, creativity, and connectivity are antecedents of value co-creation that have a direct effect on the customer experience. The value of the co-creation process allows banks to offer personalized products to their clients without making significant financial and time investments to understand what the client wants, thus improving customer experience with the brand.

Islamic brands attitudes and its consumption behaviour among non-Muslim residents of Thailand

Purpose This study aims to discuss the influence of Islamic brand attitude, Islamic brand knowledge and Islamic brand health advantages over the consumption behaviour towards Islamic brands among non-Muslims and tests the subjective norm (Muslim friends and family members) moderating role. Design/methodology/approach The model was tested by adopting the PLS-SEM testing methodology after collecting data by using the convenient sampling technique. Total 497 responses were used for data analysis. Findings The findings indicated that the non-Muslims of Thailand are influenced by the Islamic brand knowledge and Islamic brand health advantages. Research limitations/implications This work examines the non-Muslims who are buying an Islamic brand, and they are the consumers and users of it. Practical implications These results guide future researchers and organisations to strategies accordingly to motivate non-Muslim consumers towards the Islamic brands. Originality/value The research presents the construction of a model for understanding Islamic brand attitudes plus its components and as well as the moderating role of subjective norm between Islamic brand attitudes and consumption behaviours of non-Muslims of Thailand towards Islamic brand.

Sequential Effects of Indirect, Direct, and Virtual Sport Experiences on Consumer Learning

The purpose of this study is to expand the theoretical knowledge of consumer learning by testing both the single and sequential effects of indirect, direct, and virtual sport experiences on sport brand knowledge, attitudes, and choice behavior in two laboratory experiments. Experiment I shows that virtual experience is as effective as direct experience in consumer learning. In Experiment II, designed to explore the impact of sequential combinations of sport experiences on consumer learning, the sequential combination of direct and virtual experiences results in greater brand knowledge than the combination of indirect and direct experiences. Exposure to direct experience proceeding with virtual experience is more effective at influencing brand attitudes than the combination of indirect and direct experiences. Th e results indicate that sport consumers are more likely to select sport brands at choice contexts when exposed to virtual experience in combination with direct experience.

The influence of social media marketing activities on consumer engagement and brand knowledge in the culinary business in Indonesia

This study aims to analyze the influence of elements of social media marketing activity on consumer engagement and brand knowledge including brand awareness and image. This study used a quantitative method and purposive sampling technique on 250 respondents. The research was conducted on all Indonesian citizens who use social media WhatsApp, Facebook, Instagram, youtube, and TikTok regarding the culinary business of celebrities and YouTubers in Indonesia. The method used is the Structural Equation Model with AMOS 24.0 Software. The results of this study indicate that the interaction variables, trends, and EWOM have a positive and significant effect on consumer engagement, and consumer engagement has a positive and significant effect on brand awareness and brand image. While the entertainment and customization variables have no significant effect on consumer engagement.