Proceedings of the International Conference on Economics and Banking 2015

Impact on Green Purchase Intention by Brand Equity Dimension

Authors
Gatot Iwan Kurniawan, Ivan Diryana
Corresponding Author
Gatot Iwan Kurniawan
Available Online May 2015.
DOI
https://doi.org/10.2991/iceb-15.2015.54How to use a DOI?
Keywords
Green Marketing, Brand Equity, Purchase Intention
Abstract
Green products have a better value to offer compare to conventional products, it give the consumer a chance to contribute to the environment. While other research shows that customer are willing to buy products with better value but that's not what happen to green products. Also people are reluctant to buy green product even though they have the awareness and knowledge about the environment condition because green products are perceived to be expensive. This paper is trying to give a different approach by connecting Brand Equity to Green Purchase Intention because expensive products with a strong brand will be easier to sell. Also this research is trying to explain what is the most influential dimension of Brand Equity that contribute to Green Purchase Intention.
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This is an open access article distributed under the CC BY-NC license.

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Proceedings
International Conference on Economics and Banking (iceb-15)
Part of series
Advances in Economics, Business and Management Research
Publication Date
May 2015
ISBN
978-94-62520-86-8
ISSN
2352-5428
DOI
https://doi.org/10.2991/iceb-15.2015.54How to use a DOI?
Open Access
This is an open access article distributed under the CC BY-NC license.

Cite this article

TY  - CONF
AU  - Gatot Iwan Kurniawan
AU  - Ivan Diryana
PY  - 2015/05
DA  - 2015/05
TI  - Impact on Green Purchase Intention by Brand Equity Dimension
BT  - International Conference on Economics and Banking (iceb-15)
PB  - Atlantis Press
SN  - 2352-5428
UR  - https://doi.org/10.2991/iceb-15.2015.54
DO  - https://doi.org/10.2991/iceb-15.2015.54
ID  - Kurniawan2015/05
ER  -