Impact of Greenwashing and Perceived Value on Purchase Intention in the Bottled Drinking Water Industry: Mediating Role of Trust
DOI:
https://doi.org/10.20414/jed.v7i1.12795Keywords:
greenwashing, green perceived value, green trust, green purchase intentionAbstract
Purpose: This study investigates the effects of greenwashing and green perceived value on green purchase intention, with green trust serving as a mediating variable. It aims to provide deeper insights into the factors shaping consumer decisions when choosing bottled drinking water products.
Method: A quantitative research approach was employed, using questionnaires to collect primary data from 200 respondents in the Solo Raya region who had purchased or consumed Le Minerale products. Respondents were selected through purposive sampling to ensure alignment with the study's objectives. The data were analyzed using Partial Least Squares-Structural Equation Modeling (PLS-SEM) with SMARTPLS software.
Result: The findings reveal that both greenwashing and green perceived value significantly influence green trust, which, in turn, mediates their impact on green purchase intention. This highlights the pivotal role of transparency in sustainability claims and emphasizes the need for companies to communicate authentic environmental benefits. By fostering trust, businesses can promote long-term sustainable consumption behaviors and strengthen consumer confidence in green products.
Practical Implications for Economic Growth and Development: This study underscores the importance of transparency and consistent communication in building consumer trust in environmental commitments. Such efforts not only expand the market for eco-friendly products but also contribute to the development of a more sustainable economy. Moreover, minimizing greenwashing practices can drive innovation and encourage sustainability-focused production processes, supporting both economic growth and environmental responsibility.
Downloads
References
Achmad, N., Kuswati, R., & Imronudin. (2020). Teori & praktek statistik milenial. Jasmine Publisher.
Ahmad, W., & Zhang, Q. (2020). Green purchase intention: Effects of electronic service quality and customer green psychology. Journal of Cleaner Production, 267, 122053. https://doi.org/10.1016/j.jclepro.2020.122053
Ahmadi, M. A., & Mahargyani, A. (2024). Pengaruh kesadaran lingkungan (green awareness) akan keputusan pembelian konsumen: Literature review. J-Fine Journal of Finance, Business and Economics, 2(1), 1–12. http://journal.unu-jogja.ac.id/
Annissa Wijaya, J. W. (2023). The influence of green trust as a mediation variable between green WOM and green perceived value on green purchase intention on Wardah products in Surakarta (pp. 1–12). http://eprints.ums.ac.id/id/eprint/118686
Butt, A., Naeem, M., Ishrat, P., & Hameed, S. (2022). Impact of firms’ greenwashing practices on customer green trust and green brand attachment: Pakistan’s home appliances consumers’ perspective. Pakistan Business Review, 24. https://doi.org/10.22555/pbr.v24i1.684
Chin, W. W. (1998). The partial least approach for structural equation modeling. In Modern methods for business research (pp. 295–336).
Damayanti, E. V., & Waskito, J. (2024). Green innovation & green competitive advantage in the impact of green marketing orientation on purchase intention on the use of fabric shopping bags in UMS management students. Proceedings Series on Social Sciences & Humanities, 15(Iconomics 2023), 55–65. https://doi.org/10.30595/pssh.v15i.927
Febriasari, P., & Mursalin, A. (2021). Peran pengetahuan hijau dan religiusitas pada sikap generasi Y terhadap niat beli produk hijau. Jurnal Equilibrium Manajemen, 7(2), 1–22. https://jurnal.upb.ac.id/index.php/equalibrium/article/view/185
Guerreiro, J., & Pacheco, M. (2021). How green trust, consumer brand engagement, and green word-of-mouth mediate purchasing intentions. Sustainability, 13(14), 1–13. https://doi.org/10.3390/su13147877
Halim, H., Yudawisastra, H. G., Nabilah, N., Sudirman, A., Ummah, A. H., Ardiansyah, T., Awaludin, D. T., Mamengko, R. P., Damaianti, I., Siregar, M. R., Masripah, I., Ghozali, Z., & Kesuma, T. M. (2024). Green marketing. CV Widina Media Utama.
Hyder, Z., Imran, M., & Shafiq, K. (2021). Greenwash and green purchase behavior: An environmentally sustainable perspective. Environment, Development and Sustainability, 23, 1–22. https://doi.org/10.1007/s10668-020-01202-1
Isac, N., Javed, A., Radulescu, M., Cismasu, I. D. L., Yousaf, Z., & Serbu, R. S. (2024). Is greenwashing impacting green brand trust and purchase intentions? Mediating role of environmental knowledge. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-023-04352-0
Lestarini, A. H. (2024). Laju industri kemasan lampaui pertumbuhan ekonomi nasional. Metrotvnews. https://www.metrotvnews.com/read/bD2C1zyv-laju-industri-kemasan-lampaui-pertumbuhan-ekonomi-nasional
Mu, H., & Lee, Y. (2023). Greenwashing in corporate social responsibility: A dual-faceted analysis of its impact on employee trust and identification. Sustainability, 15(22), 1–17. https://doi.org/10.3390/su152215693
Patiño-Toro, O. N., Valencia-Arias, A., Palacios-Moya, L., Uribe-Bedoya, H., Valencia, J., Londoño, W., & Gallegos, A. (2024). Green purchase intention factors: A systematic review and research agenda. Sustainable Environment, 10(1). https://doi.org/10.1080/27658511.2024.2356392
Pinaria, N. W. C., Sukaatmadja, I. P. G., & Yudi Setiawan, P. (2018). Peran kepercayaan dalam memediasi pengaruh kualitas produk dan nilai terhadap niat beli ulang produk hijau (studi pada produk kopi merek Starbucks). E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 2, 449. https://doi.org/10.24843/eeb.2018.v07.i02.p06
Román-Augusto, J. A., Garrido-Lecca-Vera, C., Lodeiros-Zubiria, M. L., & Mauricio-Andia, M. (2022). Green marketing: Drivers in the process of buying green products—The role of green satisfaction, green trust, green WOM, and green perceived value. Sustainability, 14(17). https://doi.org/10.3390/su141710580
Román-Augusto, J. A., Garrido-Lecca-Vera, C., Lodeiros-Zubiria, M. L., & Mauricio-Andia, M. (2023). How to reach green word-of-mouth through green trust, green perceived value, and green satisfaction. Data, 8(2). https://doi.org/10.3390/data8020025
Setyabudi, A. W., & Adialita, T. (2020). Pengaruh green product knowledge, green trust, dan perceived price terhadap green purchase intention konsumen AMDK merek Aqua dengan botol 100% recycled. Jurnal Administrasi Bisnis, 16(2), 174–184. https://doi.org/10.26593/jab.v16i2.4261.174-184
Simanjuntak, & Novita, L. (2024). Pengaruh greenwash terhadap green purchase intention yang dimediasi oleh green trust dan green skepticism (studi pada konsumen galon sekali pakai Le Minerale di Yogyakarta). Repository USD. http://repository.usd.ac.id/id/eprint/51111
Statista. (2025). Bottled water - Indonesia. https://www.statista.com/outlook/cmo/non-alcoholic-drinks/bottled-water/indonesia
Sun, Y., & Shi, B. (2022). Impact of greenwashing perception on consumers’ green purchasing intentions: A moderated mediation model. Sustainability (Switzerland), 14(19). https://doi.org/10.3390/su141912119
Tarabieh, S. M. Z. A. (2021). The impact of greenwash practices over green purchase intention: The mediating effects of green confusion, green perceived risk, and green trust. Management Science Letters, 11(5), 451–464. https://doi.org/10.5267/j.msl.2020.9.022
Thu, T., Nguyen, H., Yang, Z., Nguyen, N., & Johnson, L. W. (2019). Greenwash and green purchase intention: The mediating role of green skepticism. Sustainability (Switzerland), 11, 1–16. https://doi.org/10.3390/su11092653
Tu, J. C., Cui, Y., Liu, L., & Yang, C. (2024). Perceived greenwashing and its impact on the green image of brands. Sustainability (Switzerland), 16(20), 1–17. https://doi.org/10.3390/su16209009
Van Hoang, D., & Tung, L. (2024). Effect of environmental concern, green perceived value on young customers’ green purchase intention: The mediating roles of attitude toward green products and perceived behavior control. Scientific Papers of the University of Pardubice Series D Faculty of Economics and Administration, 32, 1920. https://doi.org/10.46585/sp32011920
Wardhana, A., Kharisma, B., Dzaki, M., & Haekal, F. (2022). Attitude towards green memediasi pengaruh environmental concern dan green perceived value terhadap green purchase intention (Studi penggunaan tumbler Starbucks di wilayah Sarbagita Bali). E-Jurnal Ekonomi dan Bisnis Universitas Udayana, 11(6), 1357–1367. https://doi.org/10.24843/EEB.2023.v12.i06.p02
Wicaksana Agung Panji, & Sujoko. (2024). Pengaruh greenwashing, green trust, dan green product knowledge terhadap purchase intention pada generasi Z. Sustainability (Switzerland), 11(1), 1–14. http://eprints.uty.ac.id/id/eprint/16619
Wicaksono, R. A., & Darpito, S. H. (2023). Pengaruh green perceived value dan green perceived risk terhadap green purchase intention yang dimediasi green trust. Jurnal Ilmiah Manajemen Kesatuan, 11(2), 223–232. https://doi.org/10.37641/jimkes.v11i2.1775
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. https://doi.org/10.1016/j.jclepro.2018.03.201
Zhang, Y., Liu, J., & Li, X. (2024). Value delivery in green consumption: The effect of advertisement value proposition on consumer perception and purchase intention. Frontiers in Psychology, 15. https://doi.org/10.3389/fpsyg.2024.1339197
Zhuang, W., Luo, X., & Riaz, M. U. (2021). On the factors influencing green purchase intention: A meta-analysis approach. Frontiers in Psychology, 12(April), 1–15. https://doi.org/10.3389/fpsyg.2021.644020
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2025 Rifai Apriture Afianto, Jati Waskito
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
Authors who publish with this journal agree to the following terms:
1. Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
2. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
3. Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).
