Consumer attitude toward using eco-friendly plastic bags: A green marketing approach

Abstract

The purposes of this study are: 1) To assess the impact of green brand positioning, consumers’ attitude toward green brands and green brand knowledge on green product purchase intention, 2) To examine the variation of contribution from green brand positioning, consumers’ attitude toward green brands, and green brand knowledge toward green product purchase intention, 3) To identify the significant influence of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention. A questionnaire was utilized to gather the data. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The data were analyzed using the three-stage hypothesis analysis model: Simultaneous variable testing (F-testing), coefficient of determination (R2), and partially hypothesis testing (t-testing). Simultaneous variable testing results stated that simultaneously green brand, attitude, and green knowledge influencing green product purchase intention. The three independent variables, namely green brand positioning, attitude, and green knowledge, explain 69.20% of the green product purchase intention variation while unknown variables influence the rest. Green brand positioning and green brand knowledge variable have a significant influence on green product purchase intention. In contrast, consumers’ attitudes toward green brands did not significantly influence green product purchase intention. Firms and businesses can use green brand positioning to better market their products, improve consumers’ green brand knowledge and attitude toward green brands, and increase green brand purchase intentions.