PENGARUH GREENWASHING DI INDUSTRI TEKNOLOGI TERHADAP KEPERCAYAAN & LOYALITAS KONSUMEN
DOI:
https://doi.org/10.69957/grjb.v5i03.2242Keywords:
Greenwashing, Consumer Trust, Consumen Loyalty, Technology IndustryAbstract
The growing environmental awareness among consumers has encouraged companies to adopt green marketing, however, greenwashing practices pose risks to consumer trust and loyalty. This study examines the impact of greenwashing in the technology sector of a developing country by employing Signalling Theory to explain the role of information asymmetry in shaping consumer perceptions. A quantitative approach using cross-sectional data was applied to analyze responses from 143 Indonesian participants aged 18–30. Path analysis using the PLS algorithm and bootstrapping revealed that greenwashing positively influences consumer trust but has no direct effect on loyalty. Trust was found to fully mediate the relationship. These findings highlight the critical role of trust as a key psychological mechanism in the effectiveness of sustainability communication. The study is limited by its omission of moderating variables such as skepticism and environmental literacy. Future research is recommended to expand the model through cross-cultural and cross-sectoral approaches.
References
Abouelwafa, I. (2024). Climate Change and Legal Responsibility for Greenwashing. Advances in Human Services and Public Health (AHSPH) Book Series, 67–84. https://doi.org/10.4018/979-8-3693-2987-0.ch005
Agyei, J., Sun, S., Abrokwah, E., Penney, E. K., & Ofori-Boafo, R. (2020). Influence of Trust on Customer Engagement: Empirical Evidence From the Insurance Industry in Ghana. SAGE Open, 10(1). https://doi.org/10.1177/2158244019899104 (Original work published 2020)
Al‐Swidi, A., Al‐Hakimi, M., Mohammed, A., & Ferraris, A. (2025). From greenwashing to brand avoidance: the roles of perceived risk, trust and negative word-of-mouth. International Journal of Bank Marketing. https://doi.org/10.1108/ijbm-09-2024-0535.
Alyahia, M., Elshaer, I., Fayyad, S., Mohammad, A., & Azazz, A. (2024). Greenwashing Behavior in Hotels Industry: The Role of Green Transparency and Green Authenticity. Sustainability. https://doi.org/10.3390/su16031050.
Alyahia, M., Elshaer, I., Fayyad, S., Mohammad, A., & Azazz, A. (2024). Greenwashing Behavior in Hotels Industry: The Role of Green Transparency and Green Authenticity. Sustainability. https://doi.org/10.3390/su16031050.
Aprilianty, F., & Diandra, P. (2024). The Impact of Greenwashing Towards Brand Trust and Brand Loyalty: A Study of Nike Move to Zero Initiatives. Mandalika Journal of Business and Management Studies. https://doi.org/10.59613/mjbms.v3i1.133.
Baharin, A. R. K., & Nayan, S. M. (2020). Make a customer, not a sale: Review on customer trust. 2(2). http://abrn.asia/ojs/index.php/JUSST/article/download/66/53
Barraco, M. (2024). Characteristics of research on green marketing. Theoretical study.. Marketing Science & Inspirations. https://doi.org/10.46286/msi.2024.19.1.2.
Berger, J. (2019). Signaling can increase consumers' willingness to pay for green products. Theoretical model and experimental evidence. Journal of consumer behaviour, 18(3), 233-246.
Bourdeau, B. L., Cronin, J. J., & Voorhees, C. M. (2024). Customer loyalty: A refined conceptualization, measurement, and model. Journal of Retailing and Consumer Services, 81, Article 104020. https://doi.org/10.1016/j.jretconser.2024.104020
Cardoso, A., Gabriel, M., Figueiredo, J., Oliveira, I., Rêgo, R., Silva, R., Oliveira, M., & Meirinhos, G. (2022). Trust and Loyalty in Building the Brand Relationship with the Customer: Empirical Analysis in a Retail Chain in Northern Brazil. Journal of Open Innovation: Technology, Market, and Complexity. https://doi.org/10.3390/joitmc8030109.
Casais, B., Teixeira, A., & Fernandes, C. (2022). Consumer Perception of Corporate Social Responsibility (CSR) Through Retail Brand Labels Disclosure. International Journal of Social Ecology and Sustainable Development (IJSESD), 13(4), 1-14. https://doi.org/10.4018/IJSESD.290320
Choudhury, M. M. (2024). Signaling Theory. Journal of Accounting-Business Dan Management, 31(2), 98. https://doi.org/10.31966/jabminternational.v31i2.1199
Chudinovskikh, M., Gudoshnikova, Y., & Boronenkova, N. (2024). Greenwashing: Deceptive Marketing Practices, trends and facts. E3S Web of Conferences, 537, 02007. https://doi.org/10.1051/e3sconf/202453702007
Connelly, B. L., Certo, S. T., Reutzel, C. R., DesJardine, M. R., & Zhou, Y. (2024). Signaling Theory: State of the Theory and Its Future. Journal of Management. https://doi.org/10.1177/01492063241268459
Correa, C., Junior, S., & Da Silva, D. (2017). The social control exerted by advertising: A study on the perception of greenwashing in green products at retail. British Journal of Education, Society & Behavioural Science, 19(2), 1-9.
Da Silva, I., Busto, M., Nunes, M., Da Silva Gomes, V., Santos, A., De Oliveira, M., De Oliveira Lima, L., & João, B. (2024). Sustainable Management Practices: Green Marketing as A Source for Organizational Competitive Advantage. Revista de Gestão Social e Ambiental. https://doi.org/10.24857/rgsa.v18n4-087.
Daugaard, D. (2024). Critical Role of Trust in Sustainable Investing. Abstracts of the 5th World Conference on Business, Management, Finance, Economics and Marketing. https://doi.org/10.62422/978-81-968539-6-9-020.
De Paula Dias, M., De Oliveira, L., & Miranda, F. (2022). Sustainable practices in slow and fast fashion stores: What does the customer perceive?. Cleaner Engineering and Technology. https://doi.org/10.1016/j.clet.2022.100413.
Dimitrieska, S. (2024). Building And Maintaining Customer Loyalty. Balkan Research Journal. https://doi.org/10.69648/zsyy8529.
Du, K., Wang, A., & Hu, S. (2023). Environmental tax reform and greenwashing: Evidence from Chinese listed companies. Energy Economics. https://doi.org/10.1016/j.eneco.2023.106873.
Faul, F., Erdfelder, E., Lang, A.G. and Buchner, A. (2007) G*Power 3: A Flexible Statistical Power Analysis Program for the Social, Behavioral, and Biomedical Sciences. Behavior Research Methods, 39, 175-191. http://dx.doi.org/10.3758/BF03193146
Feng, G., Yin, Z., , Y., & Chang, C. (2024). ESG disclosures, green innovation, and greenwashing: All for sustainable development?. Sustainable Development. https://doi.org/10.1002/sd.3210.
Ferrón-Vílchez, V., Suárez‐Perales, I., & Valero‐Gil, J. (2024). Would you date a liar? The impact of greenwashing on B2B relationships under the managerial trust view. BRQ Business Research Quarterly. https://doi.org/10.1177/23409444241250360.
Forliano, C., Battisti, E., de Bernardi, P. et al. Mapping the greenwashing research landscape: a theoretical and field analysis. Rev Manag Sci (2025). https://doi.org/10.1007/s11846-025-00856-3
Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics.
Franke, G., & Sarstedt, M. (2019). Heuristics versus statistics in PLS-SEM: The problem of unobserved heterogeneity in composite-based modeling. Marketing Letters, 30(1), 17-26.
Gerini, F., Casini, L., Piracci, G., Boncinelli, F., & Bellia, R. (2023). Effect of executional greenwashing on market share of food products: An empirical study on green-coloured packaging. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2023.136258.
Ghozali, I., & Latan, H. (2015). Konsep, teknik, dan aplikasi menggunakan program SmartPLS 3.0 untuk penelitian empiris. Semarang: Badan Penerbit Universitas Diponegoro.
Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2019). Multivariate data analysis Eighth edition.
Hameed, I., Hyder, Z., Imran, M. et al. Greenwash and green purchase behavior: an environmentally sustainable perspective. Environ Dev Sustain 23, 13113–13134 (2021). https://doi.org/10.1007/s10668-020-01202-1
Hong, Y., Rajavi, K., Khamitov, M., & Huang, D. (2024). Consumer Trust: Meta-Analysis of 50 Years of Empirical Research. Journal of Consumer Research. https://doi.org/10.1093/jcr/ucad065.
Hossain, M.Z., Hossain, S., & Urme, U.N. (2025). The Impact of Greenwashing on Consumer Trust and Brand Loyalty: The Moderating Role of Industry Type. European Journal of Innovative Studies and Sustainability, 1(3), 121-133. https://doi.org/10.59324/ejiss.2025.1(3).10
Isac, N., Javed, A., Radulescu, M. et al. Is greenwashing impacting on green brand trust and purchase intentions? Mediating role of environmental knowledge. Environ Dev Sustain (2024). https://doi.org/10.1007/s10668-023-04352-0
Keerthi, H. K., Lakshmi, H., Ajay, S., & Manoharan, S. (2024). Greenwashing’s Influence on Corporate Performance and Strategies for Regulation and Oversight. Shanlax International Journal of Arts, Science and Humanities. https://doi.org/10.34293/sijash.v11is3-feb.7249
Kim, Jeong-Yoo and Xu, Wei. "A Signaling Theory of the Online Consumer Review Policy" Review of Network Economics, vol. 22, no. 2, 2023, pp. 53-84. https://doi.org/10.1515/rne-2023-0041
Kochańska, E., Łukasik, R., Adamkiewicz, J., & Adamkiewicz, I. (2022). Greenwashing and sustainable fashion industry. Current Opinion in Green and Sustainable Chemistry. https://doi.org/10.1016/j.cogsc.2022.100710.
Kotler, P., & Keller, K. L. (2008). Manajemen Pemasaran Edisi 12. Klaten: PT. Macanan Jaya Cemerlang.
Lee, Y., & Mu, H. (2023). Greenwashing in Corporate Social Responsibility: A Dual-Faceted Analysis of Its Impact on Employee Trust and Identification. Sustainability. https://doi.org/10.3390/su152215693.
Liu,J. (2025). Asymmetric Information: Insights Across Economic and Market Contexts. Advances in Economics, Management and Political Sciences,166,148-154. https://doi.org/10.54254/2754-1169/2025.21130
Mahliza, F. (2020). CONSUMER TRUST IN ONLINE PURCHASE DECISION. , 142-149. https://doi.org/10.36713/epra4022.
Majid, A. (2024). Enhancing Corporate Sustainability: An Examination Of Green Marketing Strategies And Their Impact On Environmental Commitment And Innovation Performance. Educational Administration: Theory and Practice. https://doi.org/10.53555/kuey.v30i5.5053.
Mangini, E. R., Amaral, L. M., Conejero, M. A., & Pires, C. S. (2020). Greenwashing Study and Consumers’ Behavioral Intentions. 4(3), 229–244. https://doi.org/10.51359/2526-7884.2020.244488
Martínez, M. P., Cremasco, C. P., Gabriel Filho, L. R. A., Junior, S. S. B., Bednaski, A. V., Quevedo-Silva, F., ... & Padgett, R. C. M. L. (2020). Fuzzy inference system to study the behavior of the green consumer facing the perception of greenwashing. Journal of cleaner production, 242, 116064.
Muhammed Zakir, H., Sahib, H., & Umma Nusrat, U. (2025). The Impact of Greenwashing on Consumer Trust and Brand Loyalty: The Moderating Role of Industry Type. European Journal of Innovative Studies and Sustainability, 1(3), 121–133. https://doi.org/10.59324/ejiss.2025.1(3).10
Ozdemir, S., Zhang, S., Gupta, S., & Bebek, G. (2020). The effects of trust and peer influence on corporate brand—Consumer relationships and consumer loyalty. Journal of Business Research, 117, 791-805. https://doi.org/10.1016/j.jbusres.2020.02.027
Pande, M., & Rawat, G. (2024). Adoption of Green Marketing Strategies and Challenges in Sustainable Business Practices: Insights from Indian Companies. Journal of Corporate Governance, Insurance, and Risk Management. https://doi.org/10.56578/jcgirm110202.
Panwar, T., Nayak, R., Badhwar, A., Tan, C., Islam, S., & Wigley, S. (2024). Unraveling Green Marketing and Greenwashing: A Systematic Review in the Context of the Fashion and Textiles Industry. Sustainability. https://doi.org/10.3390/su16072738.
Paulraj, A., Roehrich, J., Preuss, L., & Blome, C. (2023). Trust and opportunism as paradoxical tension: Implications for achieving sustainability in buyer-supplier relationships. Industrial Marketing Management. https://doi.org/10.1016/j.indmarman.2022.11.006.
Pereira, M. d. S., de Castro, B. S., Cordeiro, B. A., de Castro, B. S., Peixoto, M. G. M., da Silva, E. C. M., & Gonçalves, M. C. (2025). Factors of Customer Loyalty and Retention in the Digital Environment. Journal of Theoretical and Applied Electronic Commerce Research, 20(2), 71. https://doi.org/10.3390/jtaer20020071
Quan, L., Gao, X., & Liu, T. (2023). Social dishonesty and corporate green innovation. Economic Analysis and Policy. https://doi.org/10.1016/j.eap.2023.07.012.
Rausch, T., Wagner, T., & Baier, D. (2020). The Drivers of Sustainable Apparel and Sportswear Consumption: A Segmented Kano Perspective. Sustainability. https://doi.org/10.3390/su12072788.
Rigou, M., & Balaskas, S. (2023). The effects of emotional appeals on visual behavior in the context of green advertisements: An exploratory eye-tracking study. Proceedings of the 27th Pan-Hellenic Conference on Progress in Computing and Informatics. https://doi.org/10.1145/3635059.3635081.
Rodrigues, R. R., & Guest, D. (2024). Signalling theory (pp. 254–260). Edward Elgar Publishing. https://doi.org/10.4337/9781035308767.ch32
Sekaran, U., & Bougie, R. (2016). Research Methods for Business: A Skill Building Approach (7th ed.). John Wiley & Sons.
Shanmugam, J. K., Saidon, I. M., Noor, M. M., Lokanathan, K., & Wan Ya, W. K. H. (2024). Unmasking Greenwashing: A Brief Note to Consumers. International Journal of Research and Innovation in Social Science, VIII(X), 353–358. https://doi.org/10.47772/ijriss.2024.8100029
Soleimani, M. (2021). Buyers' trust and mistrust in e-commerce platforms: a synthesizing literature review. Information Systems and e-Business Management, 20, 57 - 78. https://doi.org/10.1007/s10257-021-00545-0.
Spence, M. (1973). Job Market Signaling. The Quarterly Journal of Economics, 87(3), 355–374. https://doi.org/10.2307/1882010
Spoz, A., Zioło, M., & Bąk, I. (2024). Literature review of greenwashing research: State of the art. Corporate Social Responsibility and Environmental Management. https://doi.org/10.1002/csr.2842.
Su, D. N., Nguyen, N. A. N., Nguyen, L. N. T., Luu, T. T., & Nguyen-Phuoc, D. Q. (2022). Modeling consumers’ trust in mobile food delivery apps: perspectives of technology acceptance model, mobile service quality and personalization-privacy theory. Journal of Hospitality Marketing & Management, 31(5), 535–569. https://doi.org/10.1080/19368623.2022.2020199
Williams, J. (2024). Greenwashing: Appearance, illusion and the future of ‘green’ capitalism. Geography Compass. https://doi.org/10.1111/gec3.12736
Yusoff, H., Pratama, A., Jaenudin, E., & Yadiati, W. (2025). Sustainability-related corporate governance and greenwashing practices: preliminary evidence from southeast Asian companies. Meditari Accountancy Research. https://doi.org/10.1108/medar-07-2024-2579.
Zamora-Ramírez, C., Mateo-Márquez, A., & González-González, J. (2022). An international empirical study of greenwashing and voluntary carbon disclosure. Journal of Cleaner Production. https://doi.org/10.1016/j.jclepro.2022.132567.
Zhang, S., & Ismail, S. (2024). Exploring Greenwashing: The Impact on Consumer Trust and Brand Equity in China.Uniglobal Journal of Social Sciences and Humanities,3(2), 351–356. https://doi.org/10.53797/ujssh.v3i2.37.2024
Zhang, D. (2022). Environmental regulation, green innovation, and export product quality: What is the role of greenwashing?. International Review of Financial Analysis. https://doi.org/10.1016/j.irfa.2022.102311.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Farrell Ionwyn Eduardo; Nelly; Jonathan Kenny Juen; Markus Aodi
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Ketentuan hukum formal untuk mengakses artikel digital jurnal elektronik ini tunduk pada ketentuan lisensi Creative Commons Attribution-ShareAlike (CC BY-SA), yang berarti GEMAH RIPAH: Jurnal Bisnis berhak untuk menyimpan, mengubah format, mengelola di pangkalan data, memelihara dan menerbitkan artikel tanpa meminta izin dari Pencipta selama tetap mempertahankan nama Pencipta sebagai pemilik Hak Cipta.
