THE INFLUENCE OF TERMINAL VALUE, INSTRUMENTAL VALUE, AND GREEN BRAND POSITIONING ON GREEN PURCHASE INTENTION THROUGH GREEN ATTITUDE AS A MEDIATING VARIABLE
(Study on Automotive Companies Implementing Green Company)

THE INFLUENCE OF TERMINAL VALUE, INSTRUMENTAL VALUE, AND GREEN BRAND POSITIONING ON GREEN PURCHASE INTENTION THROUGH GREEN ATTITUDE AS A MEDIATING VARIABLE
(Study on Automotive Companies Implementing Green Company)

Terminal Value, Instrumental Value, Green Brand Positioning, Green Attitude, Green Purchase Intention.

This study aims to examine the effect of Terminal Value, Instrumental Value, and Green Brand Positioning on Green Purchase Intention with Green Attitude as a mediating variable. The research method used is descriptive quantitative with Partial Least Square (PLS) analysis to test the causal relationship between variables. The research population is prospective LCGC car consumers in Indonesia with characteristics aged 25-35 years. The results showed that Terminal Value and Green Brand Positioning have a positive and significant influence on Green Attitude, while Instrumental Value has no significant effect. Green Attitude it selfs proven to play a mediating role that strengthens the relationshipi between the independent variables and Green Purchase Intention. The implications of this study provide insights to marketers and automotive companiesi toi furtheri emphasisei terminali valuei andi environmentally friendly positioning strategies in their marketing campaigns to increase the purchase intention of green products among consumers.

Irsyad Arkan1), Yessy Artanti2, Sri Setyo Iriani3

2024-12-16

PERI IRAWAN

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