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

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 3.2.8 software. 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.