Effect of green brand positioning, knowledge, and attitude of customers on green purchase intention

Abstract

Nowadays, customers are more conscious of environmental problems and have started to purchase green products. The purpose of conducting this study is to evaluate the impacts of green brand positioning, green brand knowledge and attitude towards green brand on green product purchase intention. Data were collected from 162 respondents in Johor by using snowball sampling technique and online survey. The data were analysed using the Statistical Package for the Social Sciences (SPSS). Multiple regression was used to test the relationships between green brand positioning, green brand knowledge, attitude towards green brand and green product purchase intention. The results show that the green brand positioning and green brand knowledge have significant and positive relationship between green product purchase intention. The study found that green consumer knowledge is the strongest predictor in green product purchase. However, consumers’ attitude toward green brand is not related to green product purchase intention. The findings of the study are important to green marketers to provide high availability of access to increase the demand of green products. This is due to most of the consumers purchase green product because it is environmental friendly and it has more environmental benefit than other products. Also, green marketers should emphasise on quality, price and advertisement in order to increase the demand of green products.