About this document
Green Brand Positioning and Purchase Intentions by Dor Spec is a document available to read on EtoBox.
This study explores the influence of green brand positioning, attitude toward green brand, and green brand knowledge on the purchase intention of eco-friendly beauty and body care products in Indonesia. Using an exploratory quantitative approach and data from employees in the Jabodetabek area, the findings indicate that all factors significantly contribute to purchase intention, with green brand positioning having a positive direct impact. The research emphasizes the importance for companies to focus on eff
- Author
- Dor Spec
- Language
- EN