Green Brand Image Relation Model, Green Awareness, Green Advertisement, and Ecological Knowledge as Competitive Advantage in Improving Green Purchase Intention and Green Purchase Behavior on Creative Industry Products

Abstract

A B S T R A C TThe study tried to analyze and determine 1) the effect of green brand image on green purchase intention, 2) effect of green awareness on green purchase intention, 3

The awareness of environmentally friendly products: The impact of green advertising and green brand image

“…Consumers' action toward the environment has become a major concern worldwide; it is marked with energy-saving movement to consumption pattern movement on the environmentally friendly product . It is commonly called as green awareness, in which its impact on consumer behavior (Rahmi et al, 2017). Green awareness changes consumers' point of view from reducing conventional product consumption to recommending and selecting and choosing environmental friendly product (Suki, 2013).…”

“…Green advertising is used by some companies with the objective to improve consumer's knowledge about the product offered by the company and to gain consumer trust (Chang, 2012). Once consumer's knowledge is improved, it is hoped that it will affect consumer intention on the decision making (Rahmi et al, 2017). Today, green advertising strategy is not only conducted by the company in influencing consumer, but it is also being utilized by the government in public service advertisement for environmental issue (Fuerst & Shimizu, 2016).…”

“…However, the level of consumer trust is varied , hence the supermarket must strengthen up the green marketing strategy through green advertising and green brand image (Ellison et al, 2016). The final objective of a green marketing strategy is to explore new market and to improve product value offered (Rahmi et al, 2017). The utilization of green advertising is very important in supporting the development of the environmentally friendly product; the consumer can easily be influenced by green advertising, for instance, the utilization of billboard aimed at assessing pleasurable, positive information, and trustworthy from product assessed by consumer (D'Souza & Taghian, 2005).…”

Green Perceived Value for Environmentally Friendly Products: Green Awareness Improvement

“…So the marketer sometimes evaluates green awareness from customer before they offer their product (Rahmi et al, 2017). The case that becomes marketer's attention is the value contained inside of environmentally friendly products through media that can be known by customer.…”

“…It is known that customer's behavior for green awareness needed in improving customer's buying interest which customer trust for environmental products (Rahmi, Rozalia, Chan, Anira, & Lita, 2017). Buying interest is the expected behavior by company that comes when offering for more expensive products (Syarifuddin, 2017).…”