Green Brand Image Relation Model, Green Awareness, Green Advertisement, and Ecological Knowledge as Competitive Advantage in Improving Green Purchase Intention and Green Purchase Behavior on Creative Industry Products

Abstract

The study tried to analyze and determine 1) the effect of green brand image on green purchase intention, 2) effect of green awareness on green purchase intention, 3) the effect of green advertisement on green purchase intention, 4) the effect of ecological knowledge on green purchase intention, and 5) the effect of green purchase intention on green purchase behavior. Explanatory research was done with a survey explanatory research methods and quantitative research, with  the population of consumers Bukittinggi with 150 respondents collected using accidental sampling with questionnaires,  analyzed by descriptive statistics and Structural Equation Model. It shows  ecological knowledge affects green purchase intention, but the green brand image, green awareness, and  green advertisement have no effect on the increase in the green purchase intention. Green purchase intention can increase in consumer green purchase behavior. It implies that the creative industry should continue to improve the quality and knowledge of the consumer, so the competitive advantage will be achieved.