Abstract
Currently the restaurant business is growing rapidly in Bandung. This development occurred because of the support of people's behavior to eat outside the home. The issue of environmental damage such as global warming and the greenhouse gas effect, encouraging the emergence of restaurants that provide healthy products and green products. This restaurant appears in order to improve healthy behavior, reduce waste, and provide education to people to live healthy and to protect the environment. One of them is Restoran Kehidupan Tidak Pernah Berakhir (KTPB) which is a vegan restaurant in Indonesia that provides a healthy lifestyle by eating only vegetables and to educate consumers to consume green products. This study aims to determine the effect of Green Brand Positioning, Green Brand Knowledge, Attitude Toward Green Brand in increasing Green Purchase Intention. This research is a quantitative explanatory study using 400 community respondents. Bandung. The calculation and data processing will use Amos software. The results showed that, Green Brand Positioning has a significant impact on Green Brand Knowledge and has significant implications for change for Green Brand Attitude Towards and has a significant influence on Green Purchase Intention. Those variables have a significant impact on the Green Purchase Intention for consumers Kehidupan Tidak Pernah Berakhir Restaurants (KTPB).
Highlights
Life's Restaurant Never Ends is a vegetarian restaurant in Bandung, which is an alternative choice for healthy living for all people who care about the environment, not to add to the effects of global warming with green products without animal processing
Education provided by Restaurant Life Never Ends gives more value to restaurants, because Restaurants Never End provides vegan food products and provides education that will make visitors come more aware of the importance of maintaining health, the positive content present in vegetarian food and the importance of protecting the environment because not all vegetarian restaurants do the same thing as Restaurant Life Never Ends. (Company Documentation, 2019)
This research will apply the knowledge-attitude-intention paradigm to build a comprehensive model for examining green brand factors that influence Green Purchase Intention (GPI)
Summary
Life's Restaurant Never Ends is a vegetarian restaurant in Bandung, which is an alternative choice for healthy living for all people who care about the environment, not to add to the effects of global warming with green products without animal processing.Restaurant of Life Never End has a vision that Restaurant of Life Never End serves as self-serving (constructive) and wants to benefit the community and the world. Life's Restaurant Never Ends is a vegetarian restaurant in Bandung, which is an alternative choice for healthy living for all people who care about the environment, not to add to the effects of global warming with green products without animal processing. As for the mission, Restaurant Life Never End has a mission to provide effective and targeted socialization to all levels of society (government officials, education, health, spirituality, mass media, artists, community leaders and the general public) about the benefits of a vegan lifestyle for environment, climate, health (body), mind and spirit (Company Documentation, 2019). The many positive things provided by Restaurants Never End is not necessarily known by the entire community, and there are still many people who are less aware of the importance of consuming environmentally friendly products. This research will apply the knowledge-attitude-intention paradigm to build a comprehensive model for examining green brand factors that influence Green Purchase Intention (GPI)
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