Electronic Theses and Dissertation

ABSTRACT The aim of this study is to investigate the influence of green brand positioning, green brand knowledge, attitude towards green skincare products, and green purchase intention in order to gain a better understanding of consumers' purchase intentions for green skincare products in Aceh. The questionnaire functions as a data collection tool for a survey of 190 individuals who are used as a sample of the research population. The population of this research are Banda Aceh's citizens who have never bought a green skincare product and intend to purchase it in the future. The sampling technique used is non-probability sampling in the convenience sampling technique. SEM are used as analytical methods to ascertain how various factors affect one another. Green brand positioning has a positive effect on green purchase intention while having no discernible influences on attitude towards green skincare products. Green Brand Knowledge positively affects attitude. Green Purchase Intention is influenced by green brand positioning, green brand knowledge, and attitude. However, Attitude has a significant mediating affect with Green Brand Knowledge but no discernible mediating affect with Green Brand Knowledge. Keywords: Green Brand Knowledge, Green Brand Positioning, Green Purchase Intention, Attitude, Green Skincare Product