Entropy Method to Analyze the Impact of Eco-Friendly Consumer Attitudes on Green Brand Intention: Apple Brand Consumers

The present study seeks to investigate the impact of environmental friendly consumers' attitude on green brand intention. Based on literature review and identified gaps the study proposed an integrated theoretical model. To empirically test the proposed model this study collected data from 384 individual customers of questionnaire survey method. The study utilized Structural Equation Modeling (SEM) technique to statistically analyses measurement and structural models. The results show the positive effect of variables (environmental concern, attitude to environment, green brand quality and empirical satisfaction on green brand) on green purchase intention and negative impact of variable (environmental knowledge) on green purchase intention is.