Does Attitude Matters in the Relationship of Green Brand Position and Green Brand Knowledge on Switching Intention of Green Product?

Abstract

The piling up of waste can lead to pollution of the soil, water, and air, prompting many companies to start implementing environmentally friendly lifestyles. This study aims to determine the Influence of Green Brand Position and Green Brand Knowledge on Green Product Switching Intention mediated by Attitude towards green products. The research method employed is quantitative, using a questionnaire as the data collection method, with a sample size of 170 individuals. Sampling technique using non probability sampling with purposive sampling method. The validation of the instruments using validity and reliability test. The use of Smart PLS 3.0 facilitated the analysis in this study, both instruments testing in the outer model and hypothesis testing in the inner model output. Findings indicate that a green brand position has a positive and significant impact on attitude. The green brand position also has a positive and significant impact on green product switching intention. Green brand knowledge has a positive and significant impact on attitude. Additionally, green brand knowledge has a positive and significant impact on green product switching intention. Attitude has a positive and significant impact on green product switching intention. The green brand position has a positive and significant impact on green product switching intention mediated by attitude. Lastly, green brand knowledge has a positive and significant impact on green product switching intention mediated by attitude.