Environmentally Friendly Product Symbols that Influence Brand Equity and Consumers’ Buying Decision Process
DOI:
https://doi.org/10.55164/ecbajournal.v15i3.259943Keywords:
Environmentally Friendly Product Symbols, Environmentally Friendly Products, Brand Equity, Buying Decision ProcessAbstract
The objectives of this research were 1) to study the level of consumer opinions on the perception of environmentally friendly products, brand equity, and buying decision process and 2) to investigate the relationships between environmentally friendly products, brand equity, and the buying decision process. The researcher conducted a study to determine the methods of data collection and research tools for this exploratory research, which employed quantitative approach. The data was collected through 400 online questionnaires using non-probability random sampling and convenience sampling collection. Subsequently, the collected data underwent empirical testing through Structural Equation Modeling (SEM). The results indicated that most fit indices in the proposed SEM were within acceptable ranges (CMIN/DF = 2.044, GFI = 0.904, RMSEA = 0.051, IFI = 0.921, TLI = 0.905, and CFI = 0.920). The analysis revealed the following key findings: 1) Environmentally friendly product symbols significantly influenced brand equity as a transferring factor (p < 0.001), 2) Brand equity had a significant impact on the consumer buying decision process (p < 0.001), and 3) Environmentally friendly product symbols exerted a significant and indirect influence on the consumer buying decision process through brand equity (p < 0.001). Consequently, these findings offer valuable insights for formulating strategies to enhance brand equity and stimulate consumer purchasing decisions.
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