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The Effect of Green Brand Image, Green Advertising and Celebrity Endorsement on Purchase Intention of Green Product

Year: 2021

Type: conference-paper

Abstract: The present study is to analyze the effect of green brand image, green advertising and celebrity endorsement on purchase intention of green product in Jakarta.Descriptive research was done with 262 respondents collected using non-probability sampling with convenience sampling technique but only 191 data were usable to be further processed and analyzed.In this study, all of the data collected from the respondents are using questionnaires with 5-point likert scale for each indicator variables which were distributed electronically and were analyzed using Partial Least Square -Structural Equation Model with SMART PLS 3.2.8software.The results showed that green brand image, green advertising and celebrity endorsement have a positive and significant effect on purchase intention of green product in Jakarta.In this case green brand image has the biggest effect on purchase intention.The results of this study are expected to provide useful information for companies to be taken into consideration in using green brand image, green advertising or celebrity endorsement to increase purchase intention which also help the companies evaluate and create targeted marketing strategies to increase sales.

Source: Advances in Social Science, Education and Humanities Research/Advances in social science, education and humanities research

DOI: 10.2991/assehr.k.210805.005

Authors: Cynthia Darlius, Keni Keni

Institution: Tarumanagara University

Language: English

Topic: Environmental Sustainability in Business

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: diamond

OpenAlex ID: W3193935975

FWCI: 2.684

Cites: 16

Cited by: 14

Related to: 10