Purpose: The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the moderating effect of green brand knowledge on the relationship between green brand positioning and green product purchase intention. Design/methodology/approach: A questionnaire was utilized to gather the data (n=300) for this study. The purposive sampling technique was used, involving respondents who practice a green lifestyle and have had green product purchasing experience. The partial least squares (PLS) method, which is a variance-based technique for the analysis of structural equation modeling, was used to analyze the data, with the assistance of the SmartPLS computer program version 2.0. Findings: Based on the standardized path coefficients of the structural model from the PLS results, green brand knowledge was found to be the most significant determinant of green product purchase intention. Knowledge of green brands has caused consumers to develop positive green marketing awareness and has bolstered their interest in fortifying the environment whilst preventing its degradation. Furthermore, green brand knowledge also impacted consumers’ attitude toward green brands. However, this factor was an insignificant moderator of the impact between green brand positioning and green product purchase intention. Practical implications: Green brand positioning can be used by firms and businesses to better market their products and improve consumers’ green brand knowledge and attitude toward green brands, as well as increase green brand purchase intentions. Successful green brand positioning is seen as an advantage for marketers that can be used to differentiate their products from the available competitors, giving the impression that their products are distinguishable, and thus creating more demand and generating increased intention to purchase more green products. Originality/value: The empirical results of this study address the gap in the prevailing body of literature in reference to the impact of green brand positioning and consumer attitude toward green brands, as well as the effect of green brand knowledge on green product purchase intention. This study found that green brand knowledge does not moderate the relationship between green brand positioning and green product purchase intention, thus providing insight into this subject matter, which has not been clearly examined in previous studies.

Purpose: – The purpose of this paper is to examine the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers. Design/methodology/approach: – Data from 200 young consumers were analysed using descriptive, correlation and multiple regression analysis via the Statistical Package for Social Sciences computer programme version 21. Findings: – Empirical results via multiple regressions authenticated that brand awareness predominantly affects brand equity among young consumers. These young consumers get input and awareness of the particular product or brand from the social media. They can clearly recognize the particular product or brand in comparison to competing products or brands and know how it looks and its characteristics from the social media. Research limitations/implications: – Respondents were randomly drawn from the population of the full time students in a public university in Malaysia. Consequently, they may not represent the entire population of Malaysia. Practical implications: – Input regarding the effects of brand association, brand loyalty, brand awareness, and brand image on brand equity among young consumers would help marketers and practitioners to formulate strategies to enhance their brand equity in order to obtain competitive advantage and business sustainability, particularly among young consumer markets. Originality/value: – Empirical findings offer academic contributions to the existing body of knowledge of consumer behaviour as the sophisticated quantitative data analyses used will eventually allow future researchers to explicate the contribution of the current study to understand the importance of brand equity among young consumers in Malaysia.

Purpose: This study aims to examine the effects of environmental knowledge, healthy food and healthy way of life of on young consumer ecological behaviour. The influence of control variables (i.e. gender and age) on young consumers’ ecological behaviour is also investigated.Design/methodology/approach: The research used a hierarchical regressions for data analysis across a sample of 200 young respondents that practising ecological behaviour such as recycling, buying green products, etc. Their participation is purely voluntary.Findings: Empirical analysis via hierarchical regressions confirmed that a healthy way of life and environmental knowledge jointly influenced young consumer ecological behaviour. Demographic profiles such as gender and age showed contradictory results.Research limitations/implications: Respondents were randomly drawn from the students in a public higher learning institution in the Federal Territory of Labuan, Malaysia that practising ecological behaviour such as recycling, buying green products, etc. Thus, may not represent the entire population of Malaysia.Practical implications: This research should contribute significantly to manufacturers, retailers and marketers in boosting young consumer ecological behaviour and environmental knowledge by promoting positive perceptions towards organic products and quality for increased green product market sustainability and acceptance which is helpful for better market segmentation, targeting and positioning of green products that are not harmful to the environment and could promote consumer demands.Originality: The results of this study offer a new forward motion to the findings of prior studies on young consumer ecological behaviour, which is not much covered in the literature in Malaysia context by examining the effects of environmental knowledge, healthy food and healthy way of life on young consumer ecological behaviour, within the Malaysian context.