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September 10, 2025Asian Journal of Management Analytics

Investigation the Influence of Green Brand Knowledge and Attitude towards Green Brands on Purchase Intention Corkcicle: The Mediating Role of Brand Equity

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Authors

IUImel UdayantiPMPutu Nina MadiawatiAWArry Widodo

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Overview

Quantitative analysis reveals that green brand knowledge and attitude enhance purchase intention, highlighting brand equity's mediating role.

Key Points

  • Purchase intention is positively influenced by both green brand knowledge and attitude toward green brand.
  • Brand equity significantly mediates the relationship between green brand knowledge, attitude, and purchase intention.
  • The study focuses on environmentally conscious Gen Z consumers familiar with the Corkcicle brand.
  • Findings emphasize the importance of sustainability-driven branding strategies to promote eco-friendly purchasing.

Cite This Study

Udayanti et al. (2025) studied this question.

synapsesocial.com/papers/68c1bd3254b1d3bfb60ee35bhttps://doi.org/10.55927/ajma.v4i3.14803
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