Green products have a better value to offer compare to conventional products, it give the consumer a chance to contribute to the environment. While other research shows that customer are willing to buy products with better value but that's not what happen to green products. Also people are reluctant to buy green product even though they have the awareness and knowledge about the environment condition because green products are perceived to be expensive. This paper is trying to give a different

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... pproach by connecting Brand Equity to Green Purchase Intention because expensive products with a strong brand will be easier to sell. Also this research is trying to explain what is the most influential dimension of Brand Equity that contribute to Green Purchase Intention.