Abstract
The concept of Green Brand Equity (GBE) is a benchmark in determining the degree of value accumulated by green brands based on the function of green products. Many people use mineral water that is taken directly from the packaging and realize to use environmentally friendly mineral water packaging. The packaging must be easily recycled. Results shows Utilitarian Benefit (UB) has a positive effect on Green Brand Equity (GBE) mediated by Green Brand Image (GBI) based on Gender, which men and women have almost concerning for environment friendly packaging. The reason is the environment damage such as environmental pollution includes water pollution, air pollution, environmental damage eg.forest damage, erosion that causes flooding, damage to coral reefs to global warming. The effectiveness of Green Brand Equity (GBE) enhance Green Brand Image (GBI) and brand loyalty including insight environmentally friendly packaging is important to keep the safe environment
Highlights
Today’s, many Indonesian people, especially in the Jakarta area, have begun to have awareness to use environmentally friendly products
Previous studies have proven that there are differences in the decision to purchase environmentally friendly products based on gender (Dagher et al, 2015)
Based on table 7 for Male Gender Influence Test Results, hypothesis test of Utilitarian Benefit (UB) has a positive influence on Green Brand Image (GBI) because it has a Construct Reliability value of 5.086 or > 1.96 and P-value < 0.05, whereas for hypothesis test of Green Brand Image (GBI) has a positive effect on Green Brand Equity (GBE) because it has a Construct Reliability value of 7.030 or > 1.96 and P-value of < 0.05, and for hypothesis test of Utilitarian Benefit (UB) it has a positive influence on Green Brand Equity (GBE) mediated by Green Brand Image (GBI) because it has a Construct Reliability value of 4.124 or > 1.96 and P-value < 0.05
Summary
Today’s, many Indonesian people, especially in the Jakarta area, have begun to have awareness to use environmentally friendly products. The reason is because the issue of environmental damage such as environmental pollution includes water pollution, air pollution, environmental damage such as forest damage, erosion that causes flooding, damage to coral reefs to global warming make many people of Jakarta are interested and highly appreciate products, especially environmentally friendly packaging. Communities usually use environmentally friendly products with the aim of reducing damage to their environment (Chen and Chang, 2012; 2013a; 2013b; 2014). The company must have thought about making a product that has maximum benefits for its users by making meaningful innovations, namely products that are environmentally friendly (Ahmad and Ramzan, 2018). The service can be in the form of information on how to obtain products, how to use products and most importantly, Jurnal Manajemen/Volume XXIII, No 02 June 2019: 306-320
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