| dc.description.abstract | To enrich research related to green product purchase intention this study is focused
on young educated consumers in Indonesia. This is reinforced by the recent
rise in green business management at several companies, but still less education
and public awareness on environmental issues and healthy living. This
study investigates the relationship among brand awareness, perceived quality,
brand trust and purchase intention toward green product “Ades” mineral water
used purposive sampling with educated young consumers as subjects. The survey
with questionnaires was conducted to collect the data. By implemented structural
equation modeling (SEM) the results indicate that brand awareness has a significant
effect toward purchase intention. Brand awareness and perceived quality
have a significant and positive effects toward brand trust. Another result in this
study shows that there is no positive effect of perceived quality and brand trust
toward purchase intention. | en_US |
