The Effects of Green Brand Knowledge in Purchase Intention (Case Study from Indonesia)

Lately, products concerning environmental sustainability are emerging in Indonesia. Many companies are involved in various forms of green marketing activities as part of their strategy. Among them is AQUALife. AQUALife is a brand of mineral water that is bottled in recycled plastic bottles. As of this research, AQUALife is only exclusively available in Bali. Considering the strong brand image of AQUA, it has drawn interest to compare and analyze the brand knowledge within green (environmentally friendly) areas of AQUALife of respondents in Bali, where the product exists and Bandung where the product is not available. Furthermore, this study also attempts to see whether the green brand knowledge has correlation with the purchase intention towards AQUALife. Questionnaires were distributed to 200 respondents coming from Bali and Bandung, and the data were processed using several tests to be analyzed. The result shows that the green brand knowledge of respondents from Bali and Bandung are within 3,36 range or moderate. The green brand knowledge of AQUAlife in Bandung has a high correlation to the purchasing intention, and it has affected 79.7% to purchasing intention. The green brand knowledge of AQUAlife in Bali has a high correlation to the purchasing intention, and it has affected 80.7% to purchasing intention. After further research, there is indeed a link between green brand knowledge and purchase intention. However, to see the success of green marketing used by AQUALife, we can say its success rate is low. Since the result of the analysis from the responses from the respondents of Bali and Bandung is similar