This paper seeks to examine the role of attitude towards green product on the relationship between environmental knowledge and green brand image for green repurchase intention.
The research method used is quantitative descriptive research with Structural Equation Modeling (SEM) approach. The population in this study was collected from 125 respondents’ consumers who have used environmentally friendly slow fashion products (Fjallraven, Converse dan Timberland) in Jabodetabek – Indonesia.
Findings – It was found that environmental knowledge has a significant positive effect on green repurchase intention. Green brand image has an insignificant positive effect on green repurchase intention. Furthermore, variable of attitude towards green product and green brand image has a positive and significant effect on green repurchase intention through attitude towards green product.
scite is a Brooklyn-based organization that helps researchers better discover and understand research articles through Smart Citations–citations that display the context of the citation and describe whether the article provides supporting or contrasting evidence. scite is used by students and researchers from around the world and is funded in part by the National Science Foundation and the National Institute on Drug Abuse of the National Institutes of Health.