The Impact of Green Brand Skepticism, Experiential Risk and Cognitive Dissonance on Green Brand Switching Behavior: A Case Study of Bridgestone Eco-Friendly Tyres

Hanansa Rais Dabinda; Arry Widodo; Agus Maolana Hidayat

doi:10.59890/ijir.v3i1.80

Authors

Hanansa Rais Dabinda Telkom University
Arry Widodo Telkom University
Agus Maolana Hidayat Telkom University

DOI:

https://doi.org/10.59890/ijir.v3i1.80

Keywords:

Bridgestone Brand Car Tires, Green Brand Skepticism, Green Brand Experiential Risk, Green Brand Cognitive Dissonance, Green Brand Switching Behavior

Abstract

The increase and development of the four-wheeled vehicle automotive industry in Indonesia will indirectly make public interest in tire products higher. The aim of this study is to ascertain if cognitive dissonance, experiential risk, and green brand skepticism are related to green brand switching behavior on Bridgestone brand automobile tires. Green Brand Skepticism, Green Brand Experiential Risk, Green Brand Cognitive Dissonance, Green Brand Experiential Quality, Green Brand Experience, Green Brand Experiential Satisfaction, and Green Brand Switching Intentions to Green Brand Switching Behavior on Bridgestone brand automobile tires are the components utilized based on the research background. The path analysis that will be used by researchers is PLS. Model testing will use the bootstrapping method to be able to test the significance of the path from the independent variable to the dependent variable. The results of the study based on the path coefficient test show that there are four relationships between variables with p-values below <0.05, which means that the relationship between these variables has a positive and significant influence. Meanwhile, there are three relationships between variables with p-values above <0.05, which means that the relationship between these variables does not have a positive influence

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