Relationship of green products, green brand image and green purchase intention of bottled beverage products in Indonesia: Conceptual Paper

It is a well-known fact that in the past few years, environmental awareness has increased significantly in Indonesia, leading to heightened demand for environmentally friendly products, namely bottles of beverage. This increased awareness has triggered both local and international brands to proceed with a kind of green competition to offer greener and more sustainable choices to the growing market. The research proves that products that are eco-friendly and a strong green brand image greatly affect the purchasing behavior of consumers. This conceptual paper discusses the relationship among green products, green brand image, and green purchase intention among consumers of beverage bottles in Indonesia in particular. This paper will review existing literature to try and give insights into specific factors which influence consumers to opt for environmentally friendly beverage bottles. Understanding the dynamics is very important for manufacturers who want to capture the eco-conscious consumer market segment. Insights obtained from this study are supposed to increase the understanding of how green products and a positive green brand image can effectively drive consumers' intention to purchase eco-friendly beverage bottles and thus create a more sustainable market.