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The Effects of Green Brand Positioning, Green Brand Knowledge, and Attitude towards Green Brand on Green Products Purchase Intention
Open accessAbstract
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.
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“Green brand positioning | ATT | Unrelated | 1 | Aulina and Yuliati (2017)”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Aulina and Yuliati (2017)
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“Green brand knowledge | ATT | Positive | 1 | Aulina and Yuliati (2017)”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Aulina and Yuliati (2017)
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“ATT | PI | Positive | 10 | Askadilla and Krisjanti (2017); Aulina and Yuliati (2017); Bui et al. (2021); Chin et al. (2018); Yeon Kim and Chung (2011) Ghazali et al. (2017); Grappe et al. (2021); Hsu Hsu et al. (2017); Al Mamun et al. (2020); Pop et al. (2020)”
From Internal factors influencing customer attitude, purchase intention and purchase behaviour with regard to green personal care products. A literature review (2023) · cites this paper as Aulina and Yuliati (2017)
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Targeting consumers who are willing to pay more for environmentally friendly products
Laroche, M., Bergeron, J., & Barbaro‐Forleo, G. (2001) · Journal of Consumer Marketing · doi:10.1108/eum0000000006155 · Cited by 2,974
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Cited by
Sorted by citations
Szaban, M. (2023) · Argumenta Oeconomica · doi:10.15611/aoe.2023.2.12 · Cited by 6
Metadata
- Authors
- Aulina, L., & Yuliati, E.
- Affiliations
- University of Indonesia (ID)
- Corresponding author
- Aulina, Lendy
- ORCID
- Yuliati, Elevita
- Venue
- Proceedings of the International Conference on Business and Management Research (ICBMR-17)
- Publisher
- Atlantis Press
- Published
- 2017
- OpenAlex
- W2791643936
- Cited by
- 40
- References
- 1
- Citations by year
- 2026: 4 · 2025: 2 · 2024: 6 · 2023: 10 · 2022: 9 · 2021: 5 · 2020: 4
- FWCI
- 4.48
- Type
- conference paper
- Language
- en
- Open access
- hybrid
- doi.org
- Licence
- cc-by-nc
- Locations
- International Conference on Business and Management Research (ICBMR) (publishedVersion, cc-by-nc)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Environmental Sustainability in Business
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior in Brand Consumption and Identification
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Perception and Purchasing Behavior
- Keywords
- green brand positioning, green brand knowledge, green purchase intention, green products, personal care products, cosmetics, The Body Shop, consumer behavior
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