The green purchase intention of Tupperware products: the role of green brand positioning

Abstract

The study aims to examine the relationship between Green Brand Positioning (GBP), Green Brand Knowledge (GBK), Attitude toward Green Brand (AGB), and Green Purchase Intention (GPI). The type of research is quantitative research with total samples of 315, selected using convenient sampling techniques. Data were collected through a questionnaire. Structural Equation Modeling with Lisrel 8.80 program was employed to analyze the hypotheses. The result shows that all of the hypotheses developed in this study are supported by the data. In other words, GBP positively influences GBK and AGB. At the same time GBK affects positively AGB, and AGB influence GPI positively. These results indicate that if