Green Attitude Links Brand Knowledge, Concern, and Positioning to Purchase Intention among Indonesian Nike Consumers

Abstract

This study investigated how green brand knowledge, environmental concern, and green brand positioning shape green purchase intention among Nike consumers in Indonesia, with green attitude as a mediating link. Data were collected from an online survey of 380 respondents who had bought an environmentally marketed Nike product in the past year and were tested using structural equation modeling in AMOS 24.0. Both green brand knowledge and environmental concern were significant positive predictors of green attitude, which had a strong positive effect on purchase intention. The knowledge-to-intention link operated entirely through this attitudinal pathway, whereas environmental concern retained a smaller but independent direct path, alongside an indirect one. In contrast, green brand positioning did not predict attitude or intention. Attitude toward the brand, rather than knowledge or positioning alone, emerged as the mechanism that converts these antecedents into purchase intention. Because respondents were recruited through convenience and purposive sampling within a single national market, the findings apply most directly to Indonesian Nike consumers rather than to green consumers. The study extends green marketing theory by isolating which antecedents require attitude as a conduit and offers sportswear marketers a basis for choosing among knowledge-, values-, and positioning-based messages.

Keywords

Environmental Concern Green Attitude Green Brand Knowledge Green Brand Positioning Green Purchase Intention