Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)

The Effect of Green Brand Image, Green Advertising and Celebrity Endorsement on Purchase Intention of Green Product

Authors
Cynthia Darlius, Keni Keni
Corresponding Author
Keni Keni
Available Online 8 August 2021.
DOI
10.2991/assehr.k.210805.005How to use a DOI?
Keywords
green brand image, green advertising, celebrity endorsement, purchase intention
Abstract

The present study is to analyze the effect of green brand image, green advertising and celebrity endorsement on purchase intention of green product in Jakarta. Descriptive research was done with 262 respondents collected using non-probability sampling with convenience sampling technique but only 191 data were usable to be further processed and analyzed. In this study, all of the data collected from the respondents are using questionnaires with 5-point likert scale for each indicator variables which were distributed electronically and were analyzed using Partial Least Square – Structural Equation Model with SMART PLS 3.2.8 software. The results showed that green brand image, green advertising and celebrity endorsement have a positive and significant effect on purchase intention of green product in Jakarta. In this case green brand image has the biggest effect on purchase intention. The results of this study are expected to provide useful information for companies to be taken into consideration in using green brand image, green advertising or celebrity endorsement to increase purchase intention which also help the companies evaluate and create targeted marketing strategies to increase sales.

Copyright
© 2021, 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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Volume Title
Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
8 August 2021
ISBN
978-94-6239-413-1
ISSN
2352-5398
DOI
10.2991/assehr.k.210805.005How to use a DOI?
Copyright
© 2021, 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/).

Cite this article

TY  - CONF
AU  - Cynthia Darlius
AU  - Keni Keni
PY  - 2021
DA  - 2021/08/08
TI  - The Effect of Green Brand Image, Green Advertising and Celebrity Endorsement on Purchase Intention of Green Product
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 32
EP  - 39
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.005
DO  - 10.2991/assehr.k.210805.005
ID  - Darlius2021
ER  -