PENGARUH GREEN BRAND POSITIONING TERHADAP GREEN BUYING BEHAVIOR MELALUI GREEN BRAND KNOWLEDGE DAN GREEN BRAND RELATIONSHIP Abstraksi / Abstracts:
This study examines the effect of green brand positioning on green buying behavior through Green Brand Knowledge and Green Brand Relationship. A total of 200 online consumers served as the sample. Data analysis was conducted using Structural Equation Model. The results showed that green brand positioning have a significant influence on green brand knowledge, green brand knowledge have a significant influence on green brand relationship, and green brand relationship have a significant influence on green buying behavior.
Kata Kunci / Keywords:
green marketing, green brand positioning, green brand knowledge, green brand relationship, green buying behavior.
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