Impact on Green Purchase Intention by Brand Equity Dimension

DOI

10.2991/iceb-15.2015.54How to use a DOI?

Keywords

Green Marketing, Brand Equity, Purchase Intention

Abstract

Green products have a better value to offer compare to conventional products, it give the consumer a chance to contribute to the environment. While other research shows that customer are willing to buy products with better value but that's not what happen to green products. Also people are reluctant to buy green product even though they have the awareness and knowledge about the environment condition because green products are perceived to be expensive. This paper is trying to give a different approach by connecting Brand Equity to Green Purchase Intention because expensive products with a strong brand will be easier to sell. Also this research is trying to explain what is the most influential dimension of Brand Equity that contribute to Green Purchase Intention.

Copyright

© 2015, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Gatot Iwan Kurniawan
AU  - Ivan Diryana
PY  - 2015/05
DA  - 2015/05
TI  - Impact on Green Purchase Intention by Brand Equity Dimension
BT  - Proceedings of the International Conference on Economics and Banking 2015
PB  - Atlantis Press
SP  - 380
EP  - 386
SN  - 2352-5428
UR  - https://doi.org/10.2991/iceb-15.2015.54
DO  - 10.2991/iceb-15.2015.54
ID  - Kurniawan2015/05
ER  -