THE EFFECT OF GREEN BRAND POSITIONING ON GREEN PRODUCTS PURCHASE INTENTION
Pelangi Puspa Dewanti,Heny Hendrayati,Ratih Hurriyati

Indonesia University of Education

Abstract

Consumer trends and growing awareness to choose products labeled as green have encouraged companies to adopt sustainable brand positioning strategies, but a better understanding of how this influences consumer purchase intentions is still needed. The purpose of this study was 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 non-probability sampling technique, which is assisted by the Partial Least Square (PLS) 4.0 analysis tool . The results of this study are 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

Topic: Green Business and Economic Education