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

摘要

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.