The Influence of Green Brand Knowledge, Attitude Towards Green Brand, and Green Trust on Purchase Intention in the Body Shop Products

Rangga Adi Wijaya; Titik Desi Harsoyo

doi:10.55927/eajmr.v4i2.34

Authors

Rangga Adi Wijaya Universitas Mercu Buana Yogyakarta
Titik Desi Harsoyo Universitas Mercu Buana Yogyakarta

DOI:

https://doi.org/10.55927/eajmr.v4i2.34

Keywords:

Green Brand Knowledge, Attitude Toward Green Brand, Green Trust, Purchase Intention

Abstract

This study aims to investigate the relationship between purchase intention for The Body Shop products and Green Brand Knowledge, Green Brand Attitude, and Green Trust. The sample for this study consisted of 100 responders. This non-probability sampling technique uses a questionnaire as the research tool. The results of the study show that: (1) Purchase intentions for products from The Body Shop are positively and significantly impacted by Green Brand Knowledge. (2) Purchase intentions for products from The Body Shop are positively and significantly impacted by attitudes toward green brands. (3) Green Trust significantly and favorably influences consumers' intentions to purchase items from The Body Shop.

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