Health Consciousness and Environmental Concern : The Elucidating of Green Brand Love

Abiyyu Dary Yassar, Rini Kuswati

Abstract


This study discusses the effect of health consciousness and environmental concern on brand love which is mediated by a green attitude. Quantitative research methods are used in this study. The data source is primarily by collecting data using a questionnaire that has been distributed.  The research population is the Indonesian people who use Tolak Angin brand products. The sample amounted to 156 respondents. Sampling using purposive sampling, namely Indonesian people, aged more than 17 years, using Tolak Angin  products. The data analysis used is SmartPLS 3.0. The data results obtained show that (1) Health consciousness has a negative and insignificant effect on brand love, (2) Environmental concern has a negative and insignificant effect on brand love, (3) a Green attitude has a significant positive effect on brand love, (4) Health consciousness has a negative and insignificant effect on brand green attitude, and green attitude mediates between health consciousness and brand love (5) Environmental concerns have a significant positive impact on green attitudes, and green attitudes do not mediate between environmental concerns and brand preference.

Keywords: Health Consciousness, Environmental Concern, Green Attitude, Brand Love


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