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Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science)Jurnal Sains Pemasaran Indonesia (Indonesian Journal of Marketing Science)

This study aims to analyze the effect of green brand positioning and green brand knowledge on brand evangelism through attitude toward green brand and green product purchase intention on consumers of DANONE AQUA products in Semarang City. This research uses the Theory of Planned Behavior (TPB) as the main theoretical basis that covers all research variables. The research method used is quantitative using SEM AMOS. The sample size was set at 125 respondents, following the recommendations for SEM analysis. The results of data analysis show that green brand positioning has a positive and significant effect on attitude toward green brand and green product purchase intention. Green brand knowledge has a positive and insignificant effect on attitude toward green brand, while on green product purchase intention it has a positive and significant effect. Attitude toward green brand has a positive and insignificant effect on green product purchase intention. Furthermore, green product purchase intention has a significant positive effect on brand evangelism. The conclusion of this study is that efforts to improve green brand positioning and green brand knowledge can affect attitude toward green brand. Green product purchase intention turns out to play an important role in motivating consumers to become brand evangelist and contribute to green brand positioning. These findings provide valuable insights for businesses in developing green branding strategies and understanding consumer behavior related to green products.

The research concludes that green brand positioning significantly influences both attitude toward green brands and intention to purchase green products.While green brand knowledge shows an insignificant effect on attitude, it positively impacts purchase intention.Furthermore, intention to purchase green products significantly motivates consumers to become brand evangelists.These findings highlight the importance of strengthening green brand positioning and knowledge to foster positive consumer attitudes and ultimately, brand advocacy.

Future research should consider increasing the sample size to enhance the robustness of the SEM model and improve the generalizability of the findings. Expanding the geographical scope beyond Semarang City is also recommended to capture a more diverse consumer base and provide broader insights. Furthermore, investigating the influence of external factors such as economic conditions and environmental policies could offer a more comprehensive understanding of consumer behavior towards environmentally friendly products. Specifically, exploring how consumer perceptions of corporate social responsibility and sustainability initiatives impact brand evangelism would be valuable. Additionally, research could delve into the role of digital marketing and social media in shaping green brand perceptions and driving purchase intentions. Finally, examining the moderating effects of demographic variables, such as age and income, on the relationship between green branding and consumer behavior could provide nuanced insights for targeted marketing strategies. These avenues of inquiry will contribute to a more holistic understanding of the dynamics between green branding, consumer attitudes, and brand advocacy in the evolving marketplace.

  1. A hierarchical analysis of the green consciousness of the Egyptian consumer - Mostafa - 2007 - Psychology... onlinelibrary.wiley.com/doi/10.1002/mar.20168A hierarchical analysis of the green consciousness of the Egyptian consumer Mostafa 2007 Psychology onlinelibrary wiley doi 10 1002 mar 20168
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