The Effect of Green Brand on Green Purchase Intention of Tupperware Products in Yogyakarta

Abstract

The aims of this Research is to examine the relationship among green brand positioning (GBP), green brand knowledge (GBK), attitude toward green brand (AGB), and green purchase intention (GPI). The type of research used explanatory research with 315 total samples. The sample collection through purposive sampling techniques, with the main criteria is the user of tupperware products in Yogyakarta. Data were collected through a questionnaire survey. Structural Equation Modeling in Listrel 8.80 was used as a data technique. the result show that GBP has positively influence GBK and AGB, and GBK separarely also has positive influence AGB. Meanwhile, AGB influence GPIs. Thus the firm should emphasize Green Brand Positioning by improving green marketing programs and increasing Green Attributes on their products to educate and increase consumer knowledge of the company's products and benefit of green products. Those ways will make the consumer interest to refer to the products, so that it can have an impact on green purchase intention as these has applied by Tupperware Company. The limitation of study namely this Research’s Respondents predominantly are women at young age, and this research only used one brand as object. In addition, this study also conducted to respondents who ever used the products/brand without any concerns in terms belonging of the products.