Analysis the Effect of Green Brand Knowledge and Consumer Perceptions Toward Purchase Intention on Green Products in the Pandemic Era

The back to nature trend is in great demand by various groups Indonesia, especially choosing products, tumblers. purpose of this study determine and analyze purchase intention on green tumbler products the pandemic era. This research was conducted city Bandung. method uses quantitative methods with descriptive verification analysis. population number samples 100 respondents, sampling using simple random sampling. Data analysis path results explain that brand knowledge affects consumer perceptions. Consumer perceptions has effect However, based shows Green Brand Knowledge direct indirect Purchase Intention. influence value 0.104 0.439. explains indirectly through Perception a significant Intention