{"title":"Analisis Intensi Pembelian Produk Ramah Lingkungan pada The Body Shop Indonesia","authors":"Ahmad Satya Wicaksana, Camilla Janette Jasrin, Elkana Satria Nugroho, Yohanna Yohanna","doi":"10.21632/IBR.2.2.296-314","DOIUrl":null,"url":null,"abstract":"The purpose of this study is to determine the impact of green brand knowledge, consumer’s attitude towards green product and green brand positioning to the green product purchase intention The Body Shop. Questionnaires with 17 instruments are being distributed to 304 respondent in Jakarta, Depok, Bogor, Bekasi and Tangerang to gain the data. The data then being processed using computer software SPSS. Based on the research, green brand knowledge has the biggest influence on green product purchase intention. Cosmetic companies like The Body Shop may use promotion strategy to improve consumer’s green product knowledge.","PeriodicalId":315698,"journal":{"name":"Indonesian Business Review","volume":"36 1","pages":"0"},"PeriodicalIF":0.0000,"publicationDate":"2020-02-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Indonesian Business Review","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.21632/IBR.2.2.296-314","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"","JCRName":"","Score":null,"Total":0}
引用次数: 0
Abstract
The purpose of this study is to determine the impact of green brand knowledge, consumer’s attitude towards green product and green brand positioning to the green product purchase intention The Body Shop. Questionnaires with 17 instruments are being distributed to 304 respondent in Jakarta, Depok, Bogor, Bekasi and Tangerang to gain the data. The data then being processed using computer software SPSS. Based on the research, green brand knowledge has the biggest influence on green product purchase intention. Cosmetic companies like The Body Shop may use promotion strategy to improve consumer’s green product knowledge.
本研究的目的是确定绿色品牌知识、消费者对绿色产品的态度和绿色品牌定位对The Body Shop绿色产品购买意愿的影响。正在向雅加达、德波、茂物、勿加西和丹格朗的304名回答者分发带有17种工具的问卷，以获取数据。然后用计算机软件SPSS对数据进行处理。研究发现，绿色品牌知识对绿色产品购买意愿的影响最大。像美体小铺这样的化妆品公司可能会使用促销策略来提高消费者的绿色产品知识。
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