Greenwashing and Its Impact on Consumer Behavior in the Sustainable Beauty Market

Dony Saputra, Matthijs van den Broek, Nadia Marcelina

Abstract


Across the globe, sustainability has become one of the biggest pushes for a flourishing beauty business. But some cautiously question to what extent greenwashing might be a problem among sustainable beauty brands, and how strong the consumer trust factor is. Specifically, this study aims to explore the effect of greenwashing, green trust, and perceived value on consumer brand loyalty among Generation Z mediated by green satisfaction on local cosmetics brands. A quantitative perspective research design using PLS-SEM analysis and distributed online among 246 local cosmetic product consumers was used in this research. This study reveals that greenwashing, green trust and perceived value produce both direct and indirect effects on brand loyalty through green satisfaction towards eco-friendly products. The study extends and fills the gap in the literature by furthering our understanding of brand loyalty in a sustainable beauty context by spotlighting greenwashing, trust, and perceived value as critical aspects.


Keywords


Greenwash; Green Trust; Green Perceived Value; Brand Loyalty; Green Satisfaction

Full Text:

PDF

References


Al-Towfiq Hasan, A., Tariqul Islam, M., Amimul Ehasan, M., Mahmud Sumon, S., Sabbir Hossain, M., & Haydar, A. (n.d.). The extension of the theory of planned behavior (TPB) to predict green tea purchase intentions: The role of green tea satisfaction. 20, 294. https://doi.org/10.36648/1550

Andarini, M., & Laely, N. (2019). Pengaruh Customer Relationship Management Terhadap Keunggulan Bersaing Dalam Meningkatkan Kinerja Pemasaran Usaha Kecil Industri Makanan Di Bakorwil II Jawa Timur. AKUNTABILITAS: Jurnal Ilmiah Ilmu-Ilmu Ekonomi, 12(2).https://doi.org/10.35457/akuntabilitas.v12i2.898

Astuti, N. L. G. S. D., & Sukaatmadja, I. P. G. (2018). Peran Green Trust Dan Green Satısfactıon Memedıası Hubungan Green Image Dengan Green Loyalty. E-Jurnal Ekonomi Dan Bisnis Universitas Udayana. https://doi.org/10.24843/eeb.2018.v07.i03.p07

Borgen, H. S., & Bigseth, M. S. (2021). Co-Creation and Green Trust Exploring the effects of co-creation on green trust and its implications for sustainable business model development Norwegıan School Of Economıcs.

Diryana, I., Yuyus, I., Sudarma, S., Sari, I. D., & Febrian, E. (2017). The Influence of Customer Value, Integrated Marketing Communication and Customer Trust on Brand Equity: A Study on Green Cosmetic Product in Bandung, Indonesia. International Journal of Business and Applied Social Science, 3(1).

Dunakhri, S. (2019). “Diseminasi Hasil Penelitian melalui Optimalisasi Sinta dan Hak Kekayaan Intelektual” Uji Reliabilitas dan Normalitas Instrumen Kajian Literasi Keuangan. Prosıdıng Semınar Nasıonal Lembaga Penelıtıan Unıversıtas Negerı Makassar

Esmaili, M. (2019). Investigating the Role of Green Perceived Value on Customer Loyalty with the Mediating Role of Green Brand Preference. International Journal of Emerging Technologies in Engineering Research (IJETER), 7(10). www.ijeter.everscience.org

Ghorbanzadeh, D., & Rahehagh, A. (2020). The role of emotional structures in the relationship between satisfaction and brand loyalty. Cogent Psychology, 7(1). https://doi.org/10.1080/23311908.2020.1782098

Ha, M. T., Ngan, V. T. K., & Nguyen, P. N. D. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction and green trust and the moderating role of information and knowledge. Business Ethics, Environment and Responsibility, 31(4), 904–922. https://doi.org/10.1111/beer.12462

Ha, M.-T. (2022). Greenwash and green brand equity: The mediating role of green brand image, green satisfaction, and green trust, and the moderating role of green concern. PLOS ONE, 17(11), e0277421. https://doi.org/10.1371/journal.pone.0277421

Hariyanto, E. (2018). The Influence of brand experience through brand trust and brand satisfaction toward brand loyalty consumer at Carl’s Jr Surabaya. Petra Business & Management Review, 4(2).

Juliana, Djakasaputra, A., & Pramono, R. (2020). Green Perceived Risk, Green Viral Communication, Green Perceived Value Against Green Purchase Intention Through Green Satisfaction. Journal Industrial Engineering And Management Research, 1(2).

Khan, S., Iftikhar, K., Farooq, S., & Mehmood, R. (n.d.). The Impact Of Greenwash On Consumer Green Purchase Behavıor: Moderatıng Role Of Green Brand Loyalty.

Li, G., Li, J., & Sun, X. (2019). Measuring green brand equity in relationship interactions and its impact on brand loyalty. Revista de Cercetare Si Interventie Sociala, 66, 278–297. https://doi.org/10.33788/rcis.66.16

Lin, J., Lobo, A., & Leckie, C. (2017). The role of benefits and transparency in shaping consumers’ green perceived value, self-brand connection and brand loyalty. Journal of Retailing and Consumer Services, 35. https://doi.org/10.1016/j.jretconser.2016.12.011

Martha Bella, C., & Artanti, Y. (n.d.). Sebuah Studı Pada Wanıta Bekerja: Pengaruh Motıvatıonal Factors, Purchase Preferences, Dan Tendency Towards Health Conscıousness Terhadap Purchase Intentıon Green Cosmetıcs. In Jurnal Ilmu Manajemen (Vol. 9).

Martínez, M. P., Cremasco, C. P., Gabriel Filho, L. R. A., Braga Junior, S. S., Bednaski, A. V., Quevedo-Silva, F., Correa, C. M., da Silva, D., & Moura-Leite Padgett, R. C. (2020). Fuzzy inference system to study the behavior of the green consumer facing the perception of greenwashing. In Journal of Cleaner Production (Vol. 242). Elsevier Ltd. https://doi.org/10.1016/j.jclepro.2019.03.060

Mezger, A., Cabanelas, P., Cabiddu, F., & Rüdiger, K. (2020). What does it matter for trust of green consumers? An application to German electricity market. Journal of Cleaner Production, 242. https://doi.org/10.1016/j.jclepro.2019.118484

Monayo, E. R. (2022). Pengetahuan Dan Minat Vaksinasi Covid-19 Masyarakat di Kota Gorontalo dan Kabupaten Bone Bolango. In Jambura Nurisng Journal (Vol. 4, Issue 1). http://ejurnal.ung.ac.id/index.php/jnj|32

Permatasari, A. (2022, September 18). Keren, 96% Anak Muda Indonesia Sudah Sadar Produk Ramah Lingkungan. https://www.viva.co.id/gaya-hidup/inspirasi-unik/1522290-keren- 96-anak-muda-indonesia-sudah-sadar-produk-ramah-lingkungan

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 (Switzerland), 14(17). https://doi.org/10.3390/su141710580

Surjana, F., Purba, J. T., & Budiono, S. (2021). Evaluation of brand communication and service performance toward brand loyalty through brand trust as the mediation variables of Bank’s customers. Proceedings of the International Conference on Industrial Engineering and Operations Management.

Urbański, M., & Ul Haque, A. (2020). Are you environmentally conscious enough to differentiate between greenwashed and sustainable items? A global consumers perspective. Sustainability (Switzerland), 12(5), 1–25. https://doi.org/10.3390/su12051786

Wang, X., & Cheng, Z. (2020). Cross-Sectional Studies: Strengths, Weaknesses, and Recommendations. In Chest (Vol. 158, Issue 1).https://doi.org/10.1016/j.chest.2020.03.012

Windayati, D. T., & Chrysnaputra, R. D. (2020). Pengaruh Green Brand Image Terhadap Brand Loyalty Yang Dımedıası Oleh Green Satısfactıon. Jurnal Perbankan Syariah, 1.


Refbacks

  • There are currently no refbacks.


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