Budapest International Research and Critics Institute-Journal (BIRCI-Journal)
Volume 5, No 3, August 2022, Page: 25508-25520
e-ISSN: 2615-3076(Online), p-ISSN: 2615-1715(Print)
www.bircu-journal.com/index.php/birci
email:
birci.journal@gmail.com
25509
Finally, there are companies that take advantage of this opportunity to start a movement to
support the products, which is called Green Marketing.
Genoveva & Levina (2019) said that green marketing is a business-oriented approach
to the environment, such as green environment,
green products, green brands, green
packaging, green advertising, green pricing, and green places. Companies have focused on
green marketing strategies
implemented by businesses, and it is expected to influence
consumers' purchase intentions toward green products (Amalia, et al., 2021). In the current
economic development, manufacturing companies are required to be able to compete in the
industrial world (Afiezan, 2020). As a result, public relations terms like "green" or "eco," as
well as "environmentally friendly," "sustainable," and "earth-friendly," have become more
common in the process (Chen et al., 2013). Meanwhile, there are also those companies who
take advantage of this opportunity to market their products as "eco-friendly," but, this is not
100% true. This is what is called "greenwashing." Greenwashing is a way for companies to
show off their "green" behavior and make people think their
products are good for the
environment without telling them all the bad things about them, so they can build up
positive images in their minds (Nguyen et al., 2021). Greenwashing has also begun to occur
in developing countries, one of which is Indonesia. Companies in Indonesia have started
using this marketing strategy in the hope of improving the image of companies that care
about environmental protection so that many buyers believe that by buying these products,
they are also helping to protect the environment. Among them,
many companies have started
marketing their products as "green products" or environmentally friendly, but this is not
entirely true. This causes anxiety in the community to be able to believe in a certain brand
whether it is true that they care about the environment or not.
Greenwashing increases consumer trust in making sustainable decisions by purchasing
their products. As there is a lot of misleading information on the internet, Green Word of
Mouth (WOM) becomes a more engaging and vivid medium in this regard. According to
Chaniotakis and Lymperopoulos (2009), WOM refers to verbal
communication between
customers and other persons or stakeholders such as channels, product or service producers,
experts, friends, and relatives. All consumer buying experiences, as well as customer
perceptions of service quality, have a direct impact on the brand's image. It is because
customers perceive word-of-mouth (WOM) recommendations as being more credible,
persuasive, and trustworthy
than corporate recommendations, according to Barnes (2015).
Green trust is often linked with green purchase intention because green trust helps
consumers to solve the uncertainty and risk in green purchase intention. So, this research
would like to see these research gaps filled by examining whether greenwashing and green
word of mouth influence green purchase intention and whether green trust acts as a mediator
between greenwashing and green word of mouth.
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