Pengaruh Greenwashing terhadap Kepercayaan Konsumen dan Loyalitas Merek dalam Pemasaran Berkelanjutan di Indonesia
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Abstract
Penelitian ini menginvestigasi pengaruh greenwashing terhadap kepercayaan konsumen dan loyalitas merek dalam konteks pemasaran berkelanjutan di Indonesia. Dengan menggunakan pendekatan kuantitatif, data dikumpulkan dari 150 responden yang familiar dengan produk berlabel hijau melalui kuesioner terstruktur berdasarkan skala Likert 5 poin. Pemodelan Persamaan Struktural dengan Kuadrat Terkecil Parsial (SEM-PLS 3) digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa greenwashing memiliki dampak negatif yang signifikan terhadap kepercayaan konsumen dan loyalitas merek. Selain itu, kepercayaan konsumen secara positif mempengaruhi loyalitas merek dan secara parsial memediasi hubungan antara greenwashing dan loyalitas. Temuan ini menggarisbawahi peran penting kepercayaan dalam pemasaran berkelanjutan dan menyoroti konsekuensi negatif dari klaim lingkungan yang menipu. Studi ini memberikan kontribusi wawasan yang berharga bagi pemasar dan praktisi bisnis yang bertujuan untuk meningkatkan loyalitas merek melalui komunikasi keberlanjutan yang otentik dan transparan di pasar Indonesia.
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