The Study of Indonesian Public Awareness towards Green Products. The role of environmental knowledge in moderating the consumer behavioral processes toward the green products

      Аннотация: The consumer behavioral processes on green products is relatively important for studied, especially in Indonesia, which is one of the developing countries, where the level of public awareness to consume green products is relatively low. So, the process of the formation of positive attitudes towards green products is the main focus of research. In the model, the process of formation of positive attitudes towards green brands is influenced by green brand positioning, functional benefits, emotional benefits, green brand necessity, as well as environmental knowledge as moderating variables. In summary, this study provides an understanding of how to form the consciousness of public, through the positive attitude towards green products

Ключевые слова: Attitude, green product, knowledge of the environmental, the functional and emotional benefits, green brand positioning