Abstract
The concept of green marketing in the company as a form of attention to environmental damage issues. The company then developed to find the right marketing strategy in growing purchase intention. The bottled drinking water industry (AMDK) is one who develops green marketing. This study aims to analyze the effect of green marketing and green brand image on purchase intention through green trust, and to analyze the effect of green marketing, green brand image and green trust on purchase intention. This research uses a questionnaire measured by a Likert scale, find the sample using a non-probability method with a procedure by using purposive sampling. The total respondents in this study were 100 respondents who were consumers who had purchased Cleo bottled water. Data analysis method using partial least squares (PLS) analysis with SmartPLS software. The results reveal that green marketing and green brand image have an effect on purchase intention through green trust on Cleo bottled water products, green marketing and green trust have an effect on purchase intention on Cleo bottled water products, and green brand image has no significant effect on purchase intention on products. Cleo's AMDK.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
