Green Marketing: Green Brand Positioning’s Influence on Green Products Purchase Intention

Pelangi Puspa Dewanti (), Heny Hendrayati and Ratih Hurriyati
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Pelangi Puspa Dewanti: Indonesia University of Education
Heny Hendrayati: Indonesia University of Education
Ratih Hurriyati: Indonesia University of Education

A chapter in Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023), 2024, pp 321-326 from Springer

Abstract: Abstract Consumer trends and growing awareness of choosing products labelled as green have encouraged companies to adopt sustainable brand positioning strategies. However, a better understanding of how this influences consumer purchase intentions is still needed. This study aimed to determine the effect of Green Brand Positioning on Green Products Purchase Intention. The method used was an explanatory survey, a sample of 100 respondents, using a non-probability sampling technique assisted by the Partial Least Square (PLS) 4.0 analysis tool. The results of this study show that Unilever’s Green Products Purchase Intention can be influenced by Green Brand Positioning. This research provides practical implications for companies that want to market green products. Companies can consider using green brand positioning as an effective marketing strategy to increase the purchase intention of green products. In addition, companies also need to pay attention to other factors, such as product quality, price, and environmental awareness, in influencing consumer purchase intentions.

Keywords: Green Products Purchase Intention; Green Brand Positioning; Green Marketing; Unilever (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-94-6463-443-3_43

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