Analisis Green Brand dan Green Purchase Intention dengan Green Brand Attitude sebagai Mediasi
DOI:
https://doi.org/10.47747/snfmi.v3i1.3189Abstract
Green marketing is carried out sustainably to build a green brand that will influence Green Purchase Intention. This study aims to examine the direct influence of green advertising, green brand positioning, and green brand knowledge on green purchase intention. Furthermore, this study examines the influence of green advertising, green brand positioning, and green brand knowledge on green purchase intention, with green brand attitude as a mediator. This study uses a quantitative, survey-based approach. The sample in this study comprised 135 respondents, using a purposive sampling technique. The data in this study were processed using Partial Least Squares (PLS)-Structural Equation Modeling (SEM) through SmartPLS. The results show that green advertising, green brand positioning, and green brand knowledge do not directly influence green purchase intention. Mediation testing shows that green advertising, green brand positioning, and green brand knowledge influence green purchase intention, with green brand attitude fully mediating the effects (indirect only).
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