THE INFLUENCE OF GREENWASHING PERCEPTION AND GREEN SATISFACTION ON GREEN TRUST AND GREEN WORD-OF-MOUTH (A Study of Low Cost Green Car Owner)
Hasib Aditya Pratama, Refius Pradipta Setyanto, Tiladela Luhita
Management Department, Faculty of Economics and Business, Universitas Jenderal Soedirman
Abstract
The purpose of this reasearch is to analyze the relationship between the effect of greenwashing perception and green satisfaction on green trust and green-WOM on LCGC consumers. The online survey method used by the target population is the owners of four-wheeled vehicles low cost green car (LCGC) type in Indonesia. After distributing the questionnaire online for approximately one month, resulting in a sample of size of 111 respondents. Data were analyzed using AMOS 26 with Struqtural Equational Modeling method, and produced the following findings: greenwashing perception does not affect green trust, greenwashing perception does not affect green word-of-mouth, greenwashing perception has a negative effect to green satisfaction, green satisfaction has a positive effect on green trust, and green satisfaction has a positive effect on green word-of-mouth. Based on this findings, LCGC Car industry need to continue and be able to reduce greenwashing issues (their non-credible green claims), so they can increase green satisfaction of consumers, eliminating consumer doubts about LCGCs environmental friendliness, strengthen green trust customers, and may encourage the emergence of word-of-mouth.
Keywords: Greenwashing Perception, Green Satisfaction, Green Trust, Green Word-of-Mouth, Low Cost Green Car
Topic: Marketing
Link: https://ifory.id/abstract-plain/Byxbvkr4amHj
Web Format | Corresponding Author (Refius Pradipta Setyanto)