PENGARUH GREENWASHING TERHADAP EKUITAS MEREK DAN NIAT PEMBELIAN: SUATU STUDI EMPIRIS

Authors

  • Devona Valencia Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan, Indonesia
  • Sabrina Oktaria Sihombing Universitas Pelita Harapan
  • Mien Mien Fakultas Ekonomi dan Bisnis, Universitas Pelita Harapan, Indonesia

DOI:

https://doi.org/10.25170/jm.v18i1.2226

Keywords:

niat pembelian, greenwashing, ekuitas merek, kredibilitas merek, asosiasi merek

Abstract

Tujuan dari artikel ini adalah untuk memprediksi pengaruh greenwashing, ekuitas merek hijau, kredibilitas merek, asosiasi merek hijau dan niat pembelian. Sebagai objek pada penelitian, satu merek dipilih, yaitu The Body Shop. Data dikumpulkan dari 260 konsumen dengan menggunakan metode survei, dan structural equation modeling dilakukan untuk menguji hipotesis penelitian.Sebagai hasil, ditemukan bahwa asosiasi merek hijau dan kredibilitas merek mempengaruhi ekuitas merek hijau secara positif, dan ekuitas merek hijau memiliki pengaruh positif dan kuat pada intensitas pembelian konsumen. Selain itu, greenwashing berdampak negatif lemah pada asosiasi merek hijau dan kredibilitas merek, dan karenanya, secara tidak langsung mempengaruhi ekuitas merek hijau dan niat pembelian.

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Published

2021-10-19
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