Environment Knowledge, Green Brand Image, and Purchase Intention: Indonesia Customer's View on Green Cosmetics
DOI:
https://doi.org/10.47747/fmiic.vi2.2949Abstract
The purpose of this paper is to examine the purchase intention to green cosmetics product using environment knowledge and green brand image as predictor. This study apply the stimulus-organism-response (SOR) framework, to analyze the effect of environment knowledge (S) on green brand image (O) on purchase intention (R). there are 130 respondents participated in this survey using convenience sampling. Smart PLS-SEM software was used to analyze the data. The output confirm that environment knowledge and green brand image have a significant effect to purchase intention green cosmetics, green brand image mediate environment knowledge and purchase intention partially. This study emphasized the role of environment knowledge and green brand image into customer behavior to process the information, formulate the intention to choose and purchase green cosmetics product. The finding indicate that environment knowledge and brand green image act as good predictor for purchase intention cosmetics product.
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