The Impact of Green Brand Positioning, Green Brand Knowledge and Attitude toward Green Brand on Green Product Purchase Intention in Unilever Products, Indonesia

Abstract

IntroductionEnvironmental pollution is a problem that has not been resolved. Hazardous environmental pollution arises from worldwide manufacturing activities (Chen, 2011). Therefore, besides focusing on profit, companies are rapidly exploring and researching new methods, developing new ideas, and planning new strategies to position their green brands as corporate social responsibility in environmental protection, which can be remembered by consumers and stay competitive in the market. Nowadays, more companies are easy to accept environmental protection as their social responsibility. The company's concern for environmental protection is carried out by implementing an environmentally friendly lifestyle system by showing that the entire life cycle of a product, from obtaining materials, production, sales, and consumption, to waste disposal, has minimal impact on the environment (Charter, 1991 in Wu and Chen, 2014).Green brand is defined as a specific set of brand attributes that have benefits related to reducing the brand's influence on the environment by offering environmental benefits and being able to attract consumers to make green purchases (Lidia and Lisboa, 2017). As explained by Chen and Chang (2012), companies need to focus on reducing the risk that consumers will feel about green brands by providing reliable information to help build consumer trust and also increase the perceived benefits of consumers towards green brands, so that it will increase consumer purchase intentions to buy green brands offered by companies.Companies that want to implement environmentally friendly or 'going green' practices can take advantage of ideas related to green marketing to generate and facilitate any exchange that is intended to meet consumer needs or wants (Marcus and Frenneth, 2009;Thogersen et al. 2015). Consumer awareness about the importance of preserving the environment has made many producers of various products begin to switch to using safe and environmentally friendly materials. Chen and Chang (2012) also suggest that green marketing efforts implemented by a company will lead to green purchase intention in consumers who are aware of the importance of environmentally friendly products. In this case, companies need to focus on reducing the risk that consumers will feel about green products by providing reliable information to help build consumer confidence and also increase the perceived benefits consumers feel about green products.

Green Brand Positioning and Attitude towards Green Brands: Mediating Role of Green Brand Knowledge among Green Consumers in the Kathmandu Valley

“…The positioning campaign of companies regarding green initiatives could develop knowledge about green brands and products. Customers' knowledge of green products is a memory associated with environmental preservation (Setiyarini et al, 2022). The positioning of green products or brands helps to strengthen brand image and brand awareness.…”

Analysis of Green Purchase Intention Factors in Gesits Electric Motors with Environmental Concern as an Intervening Variable

“…There are two aspects of green brand knowledge: green brand awareness and green brand image. Green knowledge about the brand offers details about distinctive brand qualities and their advantages for ecology and customers [33].…”