Exaggerated or inauthentic sustainability claims, known as greenwashing, have the potential to undermine consumer trust in eco-friendly brands. This study aims to examine the influence of Greenwashing perception on green product purchase decisions, with the feeling of betrayal as a mediating variable and environmental responsibility as a moderation variable. The research design used a quantitative approach with a cross-sectional survey of 300 consumers in Jakarta who bought one of the brands of bottled drinking water labeled green. Data were collected through an online questionnaire using a 5-point Likert scale and analyzed with Structural Equation Modeling (SEM-PLS). The results showed that the perception of Greenwashing had a significant negative effect on purchasing decisions, as well as substantially increased the feeling of betrayal which in turn decreased the intention to buy green products. The mediation of feelings of betrayal was confirmed to be significant, while environmental responsibility did not show the role of moderation. These findings emphasize the importance of transparency and clarity in sustainability communications to maintain consumer trust and prevent loyalty erosion. Theoretically, this study expands on the Theory of Planned Behavior by highlighting the emotional role of consumers in assessing green claims, while practically, the implications of this research are relevant for companies and regulators to strengthen credible sustainability communication standards.
Kusnianti et al. (Thu,) studied this question.
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