Impact of Environmental Concern on Green Purchase Intention: The Role of Green Brand Knowledge

Public attention to environmentally friendly products is currently increasing. Consumers who care about environmental factors and long-term health will be selective in choosing the products they consume. they are more likely to buy environmentally friendly products. This research aims to determine the influence of environmental concern on environmentally friendly purchasing intentions and determine the mediating role of environmentally friendly brand knowledge. The analysis technique used in this research uses SEM-PLS. The number of samples in this research was 180 respondents. Data was collected using a questionnaire consisting of 28 question items. This research found that environmental concern and green brand knowledge directly influence green purchase intention. Environmental concerns can also indirectly influence green purchase intention through green brand knowledge.