Green Product Purchase Intention: Impact of Green Brand Positioning, Attitude and, Brand Trust

This research investigates how green brand positioning, consumer attitudes toward green brands, and brand trust contribute to the intention to purchase environmentally friendly products. Furthermore, it explores the impact of brand trust on consumer attitudes and its potential moderating role in the linkage between green brand positioning and purchase intentions. The analysis is grounded in a comprehensive literature review of scholarly articles focused on consumer behavior and green product marketing. The theoretical foundation of this study is the Theory of Reasoned Action (TRA), which posits that individuals’ beliefs shape their attitudes and intentions toward particular behaviors. The method used is a survey questionnaire with purposive sampling technique, targeting respondents who have experience in purchasing green products. The data was analyzed using SmartPLS with 187 respondents. The results show that brand positioning and brand trust have a significant effect on purchase intention. However, attitude towards green brands does not have a direct effect, but rather indirectly through the mediating role of brand trust. The findings provide insights for marketers to increase consumer trust through effective green branding campaigns via TV, social media, magazines or online news. Thus, brand trust is key in increasing purchase intention for green products, especially among the younger generation