The purposes of this study are: 1) To assess the impact of green brand positioning, consumers’ attitude toward green brands and green brand knowledge on green product purchase intention, 2) To examine the variation of contribution from green brand positioning, consumers’ attitude toward green brands, and green brand knowledge toward green product purchase intention, 3) To identify the significant influence of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention. A questionnaire was utilized to gather the data. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The data were analyzed using the three-stage hypothesis analysis model: Simultaneous variable testing (F-testing), coefficient of determination (R2), and partially hypothesis testing (t-testing). Simultaneous variable testing results stated that simultaneously green brand, attitude, and green knowledge influencing green product purchase intention. The three independent variables, namely green brand positioning, attitude, and green knowledge, explain 69.20% of the green product purchase intention variation while unknown variables influence the rest. Green brand positioning and green brand knowledge variable have a significant influence on green product purchase intention. In contrast, consumers’ attitudes toward green brands did not significantly influence green product purchase intention. Firms and businesses can use green brand positioning to better market their products, improve consumers’ green brand knowledge and attitude toward green brands, and increase green brand purchase intentions.

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Sekam merupakan salah satu bentuk limbah pertanian. Pemanfaatan limbah sekam untuk mengurangi dampak lingkungan yang dihasilkan padi tergolong masih sangat rendah. Rendahnya pemanfaatan limbah sekam ini diakibatkan karena rendahnya pengetahuan serta keterampilan masyarakat terkait pengolahan limbah tersebut. Salah satu bentuk pengelolaan limbah sekam yang baik adalah dengan pembuatan arang sekam yang memiliki nilai jual dan bermanfaat bagi lahan usahatani. Perlunya kegiatan yang difokuskan untuk memberikan pengetahuan mengenai pemanfaatan dari arang sekam, bagaimana mengubah limbah sekam padi menjadi arang sekam yang mempunyai nilai jual serta diharapkan dapat memberikan penghasilan tambahan bagi para petani di kelompok tani Sido Makmur Pekon Bulurejo, Kecamatan Gadingrejo, Kabupaten Pringsewu Provinsi Lampung. Kegiatan dilakukan dengan mensosialisasikan manfaat serta cara membuat arang sekam kepada para petani. Petani diberikan contoh alat sederhana untuk proses pembakaran padi menjadi arang sekam petani diberikan kesempatan untuk mempraktikkan langsung pengolahan sekam menjadi arang. Melalui berbagai kegiatan penyuluhan dan pelatihan yang telah dilakukan terjadi peningkatan pengetahuan dan keterampilan petani terkait pemanfaatan limbah sekam padi menjadi arang sekam yang memiliki nilai jual dan dapat memberi manfaat lebih pada usahatani yang dilakukan. Peningkatan yang terjadi adalah sebesar >50 persen dari pengetahuan dan keterampilan awal petani.

Purpose: This activity aims to increase public understanding and knowledge about community empowerment through fostering creative economic potential by utilizing existing institutions in the village. Methods: The methods used in this community service activity are training, mentoring and consultation, also monitoring and evaluating. Results: The activity can increase participants' knowledge about the creative economy potential that can be utilized by the community, increase public awareness to play an active role through empowerment and optimal utilization of the village institutions to improve the economy and achieve the citizens' welfare of Penengahan Village, Way Khilau, Pesawaran. The training activities carried out succeeded in increasing public understanding of the creative economy potential through village institutions. Mentoring activities are needed to continue motivating the trainees and providing alternatives and solutions for the community to face their problems. Contribution: This activity helps to strengthen the capacity of the village institutions and the dynamic interaction between the managers of the village institutions and the village community Keywords: 1. community empowerment 2. creative economy 3. village institutions