THE EFFECT OF GREEN BRAND ASSOCIATIONS AND GREEN BRAND KNOWLEDGE ON GREEN PURCHASE INTENTION: THE MODERATING ROLE OF GREEN BRAND ATTITUDE IN BIOPLASTIC-BASED BEAUTY PRODUCT CONSUMERS IN THE YOGYAKARTA REGION

Abstract

This study aims to examine the influence of green brand association and green brand knowledge on green purchase intention, with green brand attitude as a moderating variable in the context of bioplastic-based beauty products in the Yogyakarta region. The research adopts a quantitative approach, utilizing questionnaires as the primary data collection method, with a sample of 170 respondents aged 18 years and above who reside in Yogyakarta. The sampling technique used was non-probability sampling. Data were analyzed using Structural Equation Modeling-Partial Least Squares (SEM-PLS) with the SmartPLS 4 software. The results reveal that green brand association has a positive and significant effect on green purchase intention; green brand knowledge also has a positive and significant effect on green purchase intention. Furthermore, green brand attitude negatively and significantly moderates the relationship between green brand association and green purchase intention, as well as between green brand knowledge and green purchase intention. This indicates that green brand attitude has a negative moderating effect, weakening the relationship between green brand association and green brand knowledge on green purchase intention.