Family’s Green Brand Purchasing Behavior in Bali

Abstract

The increase in efforts to protect the environment can be achieved by producing eco-friendly products and increasing capability to improve the impression towards eco-friendly product brand (green brand). The availability of eco-friendly products and consumption patterns of green communities are expected to be able to influence their buying behavior. The behavior of purchasing eco-friendly products has started to appear in society which was largely triggered by the behavior of their families. The purpose of this study is to explain the effect of green brand personality and consumer attitudes on green purchasing behavior and how the role of attitude as a mediator influences the relationship of green brand personality to green purchasing behavior. This study was conducted on consumers who use eco-friendly brands in all districts in Bali. The analysis technique used is (structural equation modeling) based on AMOS. Research findings indicate that all variables are positively and significantly related. However, attitude does not act as a mediator for the influence of the green brand personality on green buying behavior. These findings are expected to be used as a consideration by producers and marketers to face further competition and can be used as an alternative strategy to develop eco-friendly businesses. Meanwhile, it is expected to be an input for the government in making policies that encourage the rate of economic growth in Bali.