The effect of green brand on green product purchase intention in Indonesian communities

The issue of plastic waste in Indonesia is a national and chronic problem. The non-green materials are still often used for product packaging. Western people have environmental concerns by using green products, but that is not the case for Indonesian people. This study aims to examine the effect of green product use on green product purchase intention for Indonesian people. This causal study used respondents who are 150 Tupperware consumers. The sampling technique used was non-probability sampling with a purposive sampling model. Data processing used AMOS (SEM). The empirical results show that the public's knowledge of green product has a positive effect on the green product attitude itself. The positive attitude and knowledge of green products influence the green product purchase intention. Positive positioning affects the desire to buy a green product.