PENGARUH GREENWASHING TERHADAP EKUITAS MEREK DAN NIAT PEMBELIAN: SUATU STUDI EMPIRIS
DOI:
https://doi.org/10.25170/jm.v18i1.2226Kata Kunci:
niat pembelian, greenwashing, ekuitas merek, kredibilitas merek, asosiasi merekAbstrak
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.
Referensi
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Aji, H. M., & Sutikno, B. (2015). The Extended Consequence of Greenwashing: Perceived Consumer Skepticism. International Journal of Business and Information, 10(4), 433-468.
Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36(7), 1-17. doi: 10.1108/mip-12-2017-0339
Al-Nashmi, M., & Almamary, A. A. (2017). The relationship between Islamic marketing ethics and brand credibility: a case of pharmaceutical industry in Yemen. Journal of Islamic Marketing, 8(2), 1-43. doi: 10.1108/jima-03-2015-0024
Al-Taie, W. A., Rahal, M. K., AL-Sudani, A. S., & AL-Farsi, K. A. (2015). Exploring the Consumption of Organic Foods in the United Arab Emirates. SAGE Open, 5(2), 1-12. doi: 10.1177/2158244015592001
Alamsyah, D. P., & Muhammed, H. A. (2018). Antecedents Of Green Awareness For Increased Consumption Of Eco-friendly Products. ASEAN Marketing Journal, X(2), 109-126.
Alvin, Alvin. (2019). Pengaruh Green Perceived Value, Green Product Innovation, Green Self Identity, Brand Credibility Terhadap Green Purchase Intention Melalui Green Brand Equity Pada Produk Skin-care Korea Di Indonesia. Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(6), 40-43. doi: 10.24912/jmbk.v2i6.4906
Andreoli, T. P., Crespo, A., & Minciotti, S. (2017). What Has Been (Short) Written About Greenwashing: A Bibliometric Research And A Critical Analysis Of The Articles Found Regarding This Theme. 11(2), 54-72. doi: 10.24857/rgsa.v11i2.1294
Bowen, F., & Aragon-Correa, J. A. (2014). Greenwashing in Corporate Environmentalism Research and Practice: The Importance of What We Say and Do. Organization & Environment, 27(2), 107-112. doi: 10.1177/1086026614537078
Camiciottoli, B. C., Ranfagni, S., & Guercini, S. (2014). Exploring brand associations: an innovative methodological approach. European Journal of Marketing, 48(5/6), 1092-1112. doi: 10.1108/ejm-12-2011-0770
Chen, C.-H. C.-S. (2014). Managing green brand equity: the perspective of perceived risk theory.
Chen, Y.-S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics.
Chen, Y.-S., Wen-Pin Tien, Yu-I Lee, & Ming-Lun Tsai. (2016). Greenwash and green brand equity. 2016 Portland International Conference on Management of Engineering and Technology (PICMET). doi:10.1109/picmet.2016.7806783
Cheng‐Hsui Chen, A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10(7), 439–451. doi:10.1108/10610420110410559
Gallicano, T. D. (2011). A Critical Analysis of Greenwashing Claims. Public Relations Journal, 5(3), 1-21.
Hallström, O. B.-J. (2016). The Not So Green Mile: Greenwashing’s effect on brand image when moderated by customer loyalty, using Volkswagen as a case study. 1-53.
Halverson, R. (2018). Consumer Perceptions of Greenwashing: Understanding Awareness, Trust, and Effectiveness. 1-81.
Hiqmah, F. (2017). Observasi Tren Perilaku Pembelian Hijau Konsumen Indonesia Di Berbagai Industri. 6. 27-30. doi: 10.14414/jbb.v6i1.899
Hsu, M.-H., Tien, S.-W., Lin, H.-C., & Chang, C.-M. (2015). Understanding the roles of cultural differences and socio-economic status in social media continuance intention. Information Technology & People, 28(1), 224-241. doi:10.1108/itp-01-2014-0007
Jeon, J. O., & Baeck, S. (2016). What drives consumer’s responses to brand crisis? The moderating roles of brand associations and brand-customer relationship strength. Journal of Product & Brand Management, 25(6), 550-567. doi: 10.1108/jpbm-10-2014-0725
Jong, M. D., Harkink, K. M., & Barth, S. (2017). Making Green Stuff? Effects of Corporate Greenwashing on Consumers. Journal of Business And Technical Communication, 32(1), 77-112. doi: 10.1177/1050651917729863
Karakaya-Ozyer, K., & Aksu-Dunya, B. (2018). A Review of Structural Equation Modeling Applications in Turkish Educational Science Literature, 2010-2015. International Journal of Research in Education and Science, 4(1), 279-291. doi:10.21890/ijres.383177
Kenny, D. (2018, September 25). Mediation. Retrieved from http://davidakenny.net/cm/mediate.htm#WIM
Labafi, Somayeh & Salamzadeh, Yashar & Jalalpoor, Mahdieh. (2019). Green Supply-chain Management And Green Purchase Intention, The Role Of Green Brand- Equity.
Majláth, M. (2017). The Effect of Greenwashing Information on Ad Evaluation. European Journal of Sustainable Development, 6(3), 92-104. doi: 10.14207/ejsd.2017.v6n3p92
Menno D. T. De Jong, K. M. (2017). Making Green Stuff? Effects of Corporate Greenwashing on Consumers. Journal of Business and Technical Communication.
Mishra, S., & Mishra, A. (2016). Green Washing A Perfect Deception For Consumers: A Case Study. Journal Of Environment, Science And Technology, 2(1), 28-30.
Mulyono, K.B., Nuryana, I., Mustofa, U. (2018). Peran Antecedent Green Purchase Intention Terhadap Green Purchase Behavior. Jurnal Ilmiah Pendidikan Ekonomi, 3(1). 1-12.
Nguyen, T.T.H.; Yang, Z.; Nguyen, N.; Johnson, L.W.; Cao, T.K. (2019). Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism. Sustainability, 1-16. doi:10.3390/su11092653
Parguel, B., Benoit-Moreau, F., & Russell, C. A. (2015). Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing’. International Journal of Advertising, 34(1), 107-134. doi: 10.1080/02650487.2014.996116
Rahardjo, F. A. (2015). The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust towards Green Purchase Intention of Inverter Air Conditioner in Surabaya. iBuss Management, 3(2), 252-260.
Sari, L. N. (2015). Greenwashing in the Ecotourism Management of Pulau Umang Resort as Corporate Crime.
Sitepu, E. S. (2018). Green Purchase Intentions Model On Electronic Products In Medan City. 2-11.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909. doi: 10.1108/03090561111119958
Taylor, J. E. (2006). Clarifying conditions and decision points for mediational type inferences in Organizational Behavior. Journal of Organizational Behavior, 27, 1-6. doi: 10.1002/job.406
Wood, M. E. (2015). Exploring Consumers' Experiences with Corporate Greenwashing. Walden Dissertations and Doctoral Studies, 1-131.
WWF. (2017, September 18). Tren Konsumsi dan Produksi Indonesia: Produsen Mampu Sediakan Produk Ekolabel dan Pasar Siap Membeli. Retrieved Maret 25, 2020, from WWF: https://www.wwf.or.id/?60462/Tren-Konsumsi-dan-Produksi-Indonesia-Produsen-Mampu-Sediakan-Produk-Ekolabel-dan-Pasar-Siap-Membeli
Yohanes, K. (2017). Analisis Pengaruh Visual Appeal Dan Information Adequacy Terhadap Attitude Toward Influencer Recommendation Post Melalui Trust On Food Blogger Serta Implikasinya Terhadap Purchase Intention Telaah Pada Followers Instagram Keluar Makan. Bachelor Thesis.
Yu‐Shan Chen, C.‐H. C. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 63-82.
Yusup, F. (2018). Uji Validitas Dan Reliabilitas Instrumen Penelitian Kuantitatif. Jurnal Tarbiyah: Jurnal Ilmiah Kependidikan, 7(1). 17-23.
Yu-Shan Chen, A.-F. H.-Y.-R. (2018). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence, 1-16. doi: 10.1080/14783363.2018.1426450
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750. doi:10.1016/j.jclepro.2018.03.201
Adirondak Council. (n.d.). The History of Earth Day. Retrieved Maret 14, 2020, from Adirondack Council: https://www.adirondackcouncil.org/page/earth-day-256.html
Aji, H. M., & Sutikno, B. (2015). The Extended Consequence of Greenwashing: Perceived Consumer Skepticism. International Journal of Business and Information, 10(4), 433-468.
Akturan, U. (2018). How does greenwashing affect green branding equity and purchase intention? An empirical research. Marketing Intelligence & Planning, 36(7), 1-17. doi: 10.1108/mip-12-2017-0339
Al-Nashmi, M., & Almamary, A. A. (2017). The relationship between Islamic marketing ethics and brand credibility: a case of pharmaceutical industry in Yemen. Journal of Islamic Marketing, 8(2), 1-43. doi: 10.1108/jima-03-2015-0024
Al-Taie, W. A., Rahal, M. K., AL-Sudani, A. S., & AL-Farsi, K. A. (2015). Exploring the Consumption of Organic Foods in the United Arab Emirates. SAGE Open, 5(2), 1-12. doi: 10.1177/2158244015592001
Alamsyah, D. P., & Muhammed, H. A. (2018). Antecedents Of Green Awareness For Increased Consumption Of Eco-friendly Products. ASEAN Marketing Journal, X(2), 109-126.
Alvin, Alvin. (2019). Pengaruh Green Perceived Value, Green Product Innovation, Green Self Identity, Brand Credibility Terhadap Green Purchase Intention Melalui Green Brand Equity Pada Produk Skin-care Korea Di Indonesia. Jurnal Manajemen Bisnis Dan Kewirausahaan, 2(6), 40-43. doi: 10.24912/jmbk.v2i6.4906
Andreoli, T. P., Crespo, A., & Minciotti, S. (2017). What Has Been (Short) Written About Greenwashing: A Bibliometric Research And A Critical Analysis Of The Articles Found Regarding This Theme. 11(2), 54-72. doi: 10.24857/rgsa.v11i2.1294
Bowen, F., & Aragon-Correa, J. A. (2014). Greenwashing in Corporate Environmentalism Research and Practice: The Importance of What We Say and Do. Organization & Environment, 27(2), 107-112. doi: 10.1177/1086026614537078
Camiciottoli, B. C., Ranfagni, S., & Guercini, S. (2014). Exploring brand associations: an innovative methodological approach. European Journal of Marketing, 48(5/6), 1092-1112. doi: 10.1108/ejm-12-2011-0770
Chen, C.-H. C.-S. (2014). Managing green brand equity: the perspective of perceived risk theory.
Chen, Y.-S. (2010). The Drivers of Green Brand Equity: Green Brand Image, Green Satisfaction, and Green Trust. Journal of Business Ethics.
Chen, Y.-S., Wen-Pin Tien, Yu-I Lee, & Ming-Lun Tsai. (2016). Greenwash and green brand equity. 2016 Portland International Conference on Management of Engineering and Technology (PICMET). doi:10.1109/picmet.2016.7806783
Cheng‐Hsui Chen, A. (2001). Using free association to examine the relationship between the characteristics of brand associations and brand equity. Journal of Product & Brand Management, 10(7), 439–451. doi:10.1108/10610420110410559
Gallicano, T. D. (2011). A Critical Analysis of Greenwashing Claims. Public Relations Journal, 5(3), 1-21.
Hallström, O. B.-J. (2016). The Not So Green Mile: Greenwashing’s effect on brand image when moderated by customer loyalty, using Volkswagen as a case study. 1-53.
Halverson, R. (2018). Consumer Perceptions of Greenwashing: Understanding Awareness, Trust, and Effectiveness. 1-81.
Hiqmah, F. (2017). Observasi Tren Perilaku Pembelian Hijau Konsumen Indonesia Di Berbagai Industri. 6. 27-30. doi: 10.14414/jbb.v6i1.899
Hsu, M.-H., Tien, S.-W., Lin, H.-C., & Chang, C.-M. (2015). Understanding the roles of cultural differences and socio-economic status in social media continuance intention. Information Technology & People, 28(1), 224-241. doi:10.1108/itp-01-2014-0007
Jeon, J. O., & Baeck, S. (2016). What drives consumer’s responses to brand crisis? The moderating roles of brand associations and brand-customer relationship strength. Journal of Product & Brand Management, 25(6), 550-567. doi: 10.1108/jpbm-10-2014-0725
Jong, M. D., Harkink, K. M., & Barth, S. (2017). Making Green Stuff? Effects of Corporate Greenwashing on Consumers. Journal of Business And Technical Communication, 32(1), 77-112. doi: 10.1177/1050651917729863
Karakaya-Ozyer, K., & Aksu-Dunya, B. (2018). A Review of Structural Equation Modeling Applications in Turkish Educational Science Literature, 2010-2015. International Journal of Research in Education and Science, 4(1), 279-291. doi:10.21890/ijres.383177
Kenny, D. (2018, September 25). Mediation. Retrieved from http://davidakenny.net/cm/mediate.htm#WIM
Labafi, Somayeh & Salamzadeh, Yashar & Jalalpoor, Mahdieh. (2019). Green Supply-chain Management And Green Purchase Intention, The Role Of Green Brand- Equity.
Majláth, M. (2017). The Effect of Greenwashing Information on Ad Evaluation. European Journal of Sustainable Development, 6(3), 92-104. doi: 10.14207/ejsd.2017.v6n3p92
Menno D. T. De Jong, K. M. (2017). Making Green Stuff? Effects of Corporate Greenwashing on Consumers. Journal of Business and Technical Communication.
Mishra, S., & Mishra, A. (2016). Green Washing A Perfect Deception For Consumers: A Case Study. Journal Of Environment, Science And Technology, 2(1), 28-30.
Mulyono, K.B., Nuryana, I., Mustofa, U. (2018). Peran Antecedent Green Purchase Intention Terhadap Green Purchase Behavior. Jurnal Ilmiah Pendidikan Ekonomi, 3(1). 1-12.
Nguyen, T.T.H.; Yang, Z.; Nguyen, N.; Johnson, L.W.; Cao, T.K. (2019). Greenwash and Green Purchase Intention: The Mediating Role of Green Skepticism. Sustainability, 1-16. doi:10.3390/su11092653
Parguel, B., Benoit-Moreau, F., & Russell, C. A. (2015). Can evoking nature in advertising mislead consumers? The power of ‘executional greenwashing’. International Journal of Advertising, 34(1), 107-134. doi: 10.1080/02650487.2014.996116
Rahardjo, F. A. (2015). The Roles of Green Perceived Value, Green Perceived Risk, and Green Trust towards Green Purchase Intention of Inverter Air Conditioner in Surabaya. iBuss Management, 3(2), 252-260.
Sari, L. N. (2015). Greenwashing in the Ecotourism Management of Pulau Umang Resort as Corporate Crime.
Sitepu, E. S. (2018). Green Purchase Intentions Model On Electronic Products In Medan City. 2-11.
Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909. doi: 10.1108/03090561111119958
Taylor, J. E. (2006). Clarifying conditions and decision points for mediational type inferences in Organizational Behavior. Journal of Organizational Behavior, 27, 1-6. doi: 10.1002/job.406
Wood, M. E. (2015). Exploring Consumers' Experiences with Corporate Greenwashing. Walden Dissertations and Doctoral Studies, 1-131.
WWF. (2017, September 18). Tren Konsumsi dan Produksi Indonesia: Produsen Mampu Sediakan Produk Ekolabel dan Pasar Siap Membeli. Retrieved Maret 25, 2020, from WWF: https://www.wwf.or.id/?60462/Tren-Konsumsi-dan-Produksi-Indonesia-Produsen-Mampu-Sediakan-Produk-Ekolabel-dan-Pasar-Siap-Membeli
Yohanes, K. (2017). Analisis Pengaruh Visual Appeal Dan Information Adequacy Terhadap Attitude Toward Influencer Recommendation Post Melalui Trust On Food Blogger Serta Implikasinya Terhadap Purchase Intention Telaah Pada Followers Instagram Keluar Makan. Bachelor Thesis.
Yu‐Shan Chen, C.‐H. C. (2013). Towards green trust: The influences of green perceived quality, green perceived risk, and green satisfaction. Management Decision, 63-82.
Yusup, F. (2018). Uji Validitas Dan Reliabilitas Instrumen Penelitian Kuantitatif. Jurnal Tarbiyah: Jurnal Ilmiah Kependidikan, 7(1). 17-23.
Yu-Shan Chen, A.-F. H.-Y.-R. (2018). Greenwash and green purchase behaviour: the mediation of green brand image and green brand loyalty. Total Quality Management & Business Excellence, 1-16. doi: 10.1080/14783363.2018.1426450
Zhang, L., Li, D., Cao, C., & Huang, S. (2018). The influence of greenwashing perception on green purchasing intentions: The mediating role of green word-of-mouth and moderating role of green concern. Journal of Cleaner Production, 187, 740–750. doi:10.1016/j.jclepro.2018.03.201
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