Environmental Management
The effect of environmental awareness as a moderation on determinants of green product purchase intention

A.S. Rama; . Yasri; P. Susanto

Volume 10, Issue 2 , April 2024, , Pages 699-712


  BACKGROUND AND OBJECTIVES: This study aims to determine the effect of green brand positioning and knowledge and attitudes toward green brands on green product purchase intention moderated by environmental awareness. Collected data were from 230 Generation Y respondents in West Sumatra, Indonesia, who ...  Read More