ANALYSIS OF CONSUMERS' GREEN PURCHASE BEHAVIOR ON BOTTLED WATER THROUGH A GREEN BRAND IMAGE APPROACH
Abstract
This study analyzes the effect of greenwash on consumer green purchasing behavior by a company mediated by the role of a company's green brand image. This study was conducted on consumers who know about bottled drinking water product brands in Indonesia. Primary data was performed using a questionnaire with a total of 385 data. The data in this study is quantitative. This study uses Structural Equation Modeling (SEM). The software used in this study is LISREL 8.8 and SPSS 22. The results of this study are that greenwashing has a negative effect on the brand image of green companies, and green brand image has a positive effect on green consumer purchases. Green brand image has an essential role in mediating the effect of greenwashing on green consumer purchase behavior. Therefore, companies need to reduce greenwashing activities and enhance their green brand image to increase green consumer purchase behavior.
Downloads
References
Chang, C. (2013). Feeling Ambivalent About Going Green. Journal of Advertising, 40(4), 19–32. https://doi.org/10.2753/JOA0091-3367400402
Chang, T. W., Chen, Y. S., Yeh, Y. L., & Li, H. X. (2020). Sustainable Consumption Models For Customers: Investigating The Significant Antecedents Of Green Purchase Behavior From The Perspective Of Information Asymmetry. Journal of Environmental Planning and Management, 64(9), 1668–1688. https://doi.org/10.1080/09640568.2020.1837087
Chen, M. F., & Tung, P. J. (2014). Developing An Extended Theory Of Planned Behavior Model To Predict Consumers’ Intention To Visit Green Hotels. International Journal of Hospitality Management, 36, 221–230. https://doi.org/https://doi.org/10.1016/j.ijhm.2013.09.006
Chen, Y. S., & Chang, C. H. (2012a). Enhance green purchase intentions: The roles of green perceived value, green perceived risk, and green trust. Management Decision, 50(3), 502–520. https://doi.org/10.1108/00251741211216250
Chen, Y. S., & Chang, C. H. (2012b). Greenwash and Green Trust: The Mediation Effects Of Green Consumer Confusion And Green Perceived Risk. Journal of Business Ethics, 114(3), 489–500. https://doi.org/10.1007/s10551-012-1360-0
Chen, Y. S., Huang, A. F., Wang, T. Y., & Chen, Y. R. (2018). Greenwash And Green Purchase Behavior: The Mediation Of Green Brand Image And Green Brand Loyalty. Total Quality Management & Business Excellence, 31(1–2), 194–209. https://doi.org/10.1080/14783363.2018.1426450
Hafilah, E., Chaer, V., & Usman, O. (2019). The Effect of Brand Ambassador, Brand Image, Product Quality, and Price on Purchase Decisions Samsung Smartphones. SSRN Electronic Journal. https://doi.org/10.2139/ssrn.3314080
Hameed, I., Hyder, Z., Imran, M., & Shafiq, K. (2021). Greenwash and Green Purchase Behavior: an Environmentally Sustainable Perspective. Environment, Development and Sustainability, 23(9), 13113–13134. https://doi.org/10.1007/s10668-020-01202-1
Hameed, I., Waris, I., & Haq, M. A. ul. (2019). Predicting Eco-Conscious Consumer Behavior Using Theory Of Planned Behavior In Pakistan. Environmental Science and Pollution Research. https://doi.org/10.1007/s11356-019-04967-9
Lee, T. H., Jan, F.-H., & Yang, C.-C. (2013). Conceptualizing And Measuring Environmentally Responsible Behaviors From The Perspective Of Community-Based Tourists. Tourism Management, 36, 454–468. https://doi.org/10.1016/j.tourman.2012.09.012
Palupi, T., & Sawitri, D. R. (2017). Relationship Between Attitude And Pro-Environmental Behavior from The Perspective Of Theory of Planned Behavior. Proceeding Biology Education Conference, 14(1), 214–217.
Tjiptono, F. (2015). Marketing Strategy (4 st). Yogyakarta: Andi Offset.
Wu, T. J., Tsai, H. T., & Tai, Y. N. (2016). Would Corporate Social Responsibility Affect Consumers’ Attitudes Towards Brand And Purchase Behavior? Buyer-Seller Guanxi As The Moderator. Revista de Cercetare Si Interventie Sociala, 53, 272–287.
Copyright (c) 2022 Riset: Jurnal Aplikasi Ekonomi Akuntansi dan Bisnis

This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.