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Customer's Attitude Of Green Brand Towards Customer Purchase Intention
Zalfa Aliyya (2021) | Skripsi | Manajemen
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Research on consumer attitudes green brand towards consumer buying interest towardsgreen products, driven by the need to understand the determinants of consumers in making purchases of green products in general and especially green food. This study aims to develop a comprehensive model and explore relationships between green brand positioning, green brand knowledge, attitude towards green brands, and purchase intention of environmentally friendly products. This study uses a quantitative method by distributing 400 questionnaires to consumers interested in green food in the area of Bandung, West Java. The research method used is by using PLS-SEM. Based on the results of processed research data, it founds that brand knowledge was green and green brand positioning, have a significant effect on buying intentions for environmentally friendly products as well as on green brand knowledge and green brand positioning, which has a significant effect on attitudes towards green brands. However, the results also show that the attitude towards green brands does not significantly affect buying intentions for environmentally friendly products. Keywords: Green Brand, Green Food, Purchase Intention.