The Relationship Between Brand Positioning, Attitude Knowledge and Green Brand Purchase Intention in Thailand

Abstract

This study examined the relationship between brand positioning, attitude and knowledge, and green brand purchase intention among Thai consumers. Closed-ended questionnaires (Likert's Rating Scale) were used to collect data through the online survey and convenience sampling from a valid 335 sets of responses. The demographic characteristics were analysed using SPSS Version 27. The hypotheses were analysed by adopting the Partial Least Square Structural Equation Model (PLS-SEM). The findings confirmed the significant relationship between brand positioning and green product purchase intention through the mediating role of attitude and knowledge. This study may help business owners and green product marketers improve their marketing management by responding to the needs of green product consumers. Therefore, green product sellers should focus on green brand positioning, customers’ attitude, and knowledge about green products. Moreover, the results could be incorporated into green product marketplace strategies to enhance purchase intention via brand positioning, customers’ attitude, and knowledge about green products. The additional qualitative study, such as interviews and focus groups should be explored insight into factors such as digital marketing, customer relationship marketing (CRM), and brand image for further study.