Proceedings of the International Conference on Business and Management Research (ICBMR 2017)

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

Authors
Lendy Aulina, Elevita Yuliati
Corresponding Author
Lendy Aulina
Available Online November 2017.
DOI
10.2991/icbmr-17.2017.50How to use a DOI?
Keywords
green brand; green product; brand positioning; brand knowledge; brand attitude; purchase intention
Abstract

This research is based on Huang et al. (2014), and aim to analyze the influence of green brand positioning, green brand knowledge and attitude towards green brand to green purchase intention. While Huang, Yang and Wang focused on green cars purchase intention, this research focuses on personal care and cosmetics products. The object of this research is The Body Shop, a brand widely known for its green activities. The 347 respondents were consumers who have never bought The Body Shop previously and lived in Jakarta and greater area (Jabodetabek). The data was analyzed with Structural Equation Modelling, using LISREL 8.51 statistical software. The results showed that green brand positioning, while does not influence attitude toward green brand, has positive effects on green brand knowledge. Green brand knowledge positively influences attitude toward green brand, and finally, attitude toward green brand positively influence green purchase intention.

Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the International Conference on Business and Management Research (ICBMR 2017)
Series
Advances in Economics, Business and Management Research
Publication Date
November 2017
ISBN
10.2991/icbmr-17.2017.50
ISSN
2352-5428
DOI
10.2991/icbmr-17.2017.50How to use a DOI?
Copyright
© 2017, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Lendy Aulina
AU  - Elevita Yuliati
PY  - 2017/11
DA  - 2017/11
TI  - The Effects of Green Brand Positioning, Green Brand Knowledge, and Attitude towards Green Brand on Green Products Purchase Intention
BT  - Proceedings of the International Conference on Business and Management Research (ICBMR 2017)
PB  - Atlantis Press
SP  - 548
EP  - 557
SN  - 2352-5428
UR  - https://doi.org/10.2991/icbmr-17.2017.50
DO  - 10.2991/icbmr-17.2017.50
ID  - Aulina2017/11
ER  -