Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)

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

Authors
Pelangi Puspa Dewanti1, *, Heny Hendrayati1, Ratih Hurriyati1
1Indonesia University of Education, Bandung, Indonesia
*Corresponding author. Email: pelangipuspa@upi.edu
Corresponding Author
Pelangi Puspa Dewanti
Available Online 26 June 2024.
DOI
10.2991/978-94-6463-443-3_43How to use a DOI?
Keywords
Green Products Purchase Intention; Green Brand Positioning; Green Marketing; Unilever
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.

Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
Series
Advances in Economics, Business and Management Research
Publication Date
26 June 2024
ISBN
10.2991/978-94-6463-443-3_43
ISSN
2352-5428
DOI
10.2991/978-94-6463-443-3_43How to use a DOI?
Copyright
© 2024 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Pelangi Puspa Dewanti
AU  - Heny Hendrayati
AU  - Ratih Hurriyati
PY  - 2024
DA  - 2024/06/26
TI  - Green Marketing: Green Brand Positioning’s Influence on Green Products Purchase Intention
BT  - Proceedings of the 8th Global Conference on Business, Management, and Entrepreneurship (GCBME 2023)
PB  - Atlantis Press
SP  - 321
EP  - 326
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-443-3_43
DO  - 10.2991/978-94-6463-443-3_43
ID  - Dewanti2024
ER  -