The Impact of Green Brand Positioning, Green Brand Knowledge and Attitude toward Green Brand on Green Product Purchase Intention in Unilever Products, Indonesia

Abstract

As an FMCG company, Unilever Indonesia produces a green consumer product in order to reduce emissions and stabilize natural ecosystems through the Unilever Sustainable Living Plan (USLP) principles. Therefore, Unilever Indonesia applies green brand positioning to its products to have a competitive advantage in the minds of consumers. The study employed a quantitative method by distributing questionnaires and SEM analysis. The purposive sampling was used with 400 respondents. The results showed that green brand positioning, knowledge, and attitude toward green brands positively impacted green products purchase intentions. The results also indicated that a good green brand knowledge would also influence consumer attitudes towards green brands. Green brand knowledge had a positive but insignificant impact on moderating the relationship between brand positioning and green product purchase intentions. The study suggested that Unilever Indonesia could further develop green brand positioning containing the value of a green product attribute to attract many consumers leading to green purchase intention.