The Effect of Greenwashing, Green Word of Mouth, Green Trust and Attitude towards Green Products on Green Purchase Intention

 
 
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
  
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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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