The Factors of Environmental and Social Awareness, Altruism as Determinants of Purchase Intention, Green Brand Loyalty and Green Brand Evangelism

Abstract

The environment continues to run into damage due to excessive consumption patterns of unfriendly environment products. Therefore, in order to mend the current condition of the earth, we must change over to the use of green brands (non-plastic). More and more consumers were aware of the impact that unfriendly products consumed could have a negative impact on the environment. This could be used by companies and marketers to promote their green brands. And support from the government of Jakarta, Indonesia, which encourages the use of green brands (non-plastic). This study analyzed the factors of environmental and social awareness in Jakarta, Indonesia, as determinants of green brand loyalty, purchase intention and green brand evangelism. The testing was using the technique of Structural Equation Modeling (SEM) Partial Least Square (PLS). This study targeted 155 respondents as a sample with respondents who have used green brands to collect data using online questionnaires. The study findings showed that the factors of environmental and social awareness, altruism of purchase intention and green brand loyalty have a significant effect on the determinants of purchase intention, green brand loyalty and green brand evangelism.