@misc{eprints32492,
           month = {Juli},
           title = {THE IMPACT OF GREEN BRAND POSITIONING, ATTITUDE, AND GREEN KNOWLEDGE TOWARD GREEN PRODUCT PURCHASE INTENTION(A Survey on The User of Eco-Friendly Plastic Bags of Green Retail Stores in Bandar Lampung City)},
          author = {1411011117 Robert Ardeno},
         address = {Fakultas Ekonomi dan Bisnis},
       publisher = {Universitas Lampung},
            year = {2018},
             url = {http://digilib.unila.ac.id/32492/},
        abstract = {The increasing number of plastic waste hazard already reached a crucial point in which it should be taken a serious and proper response. However, companies view this environment issue as new strategies to position their green value in the consumer?s mind and to gain competitive advantage. Green retail stores have expressed their environmental concern by utilizing eco-friendly plastic bags in their business practice. Thus, the plastic bags of several green retail stores such as Indomaret, Alfamart, Chandra, Robinson, Giant, and Transmart were chosen as object of this research.
Data was collected through questionnaire which distributed to 385 respondents by using purposive sampling method, which is based on the criteria of the user of eco-friendly plastic bags of green retail stores in Bandar Lampung City who got eco-friendly plastic bags after shopping in there at least twice a week. The used analysis technique is multiple linear regression analysis.
The result shows that the green brand positioning and green knowledge are accepted while attitude is denied, the three independent variables (Green brand positioning, attitude, and green knowledge) explain 69.20\% of variation in the dependent variable (Green product purchase intention) while the rest is influenced by other variables.

Keyword	: Plastic bag hazard, Green retail stores, Green brand positioning,Attitude, Green Knowledge, Green Product Purchase Intention}
}