Digital Sustainability Claims and Consumer Skepticism: A Study of Generation Z’s Behavioral Responses to Msmes’ Green Marketing on Social Media in Purwokerto, Indonesia

In response to the escalating global emphasis on environmental sustainability, Micro, Small, and Medium Enterprises (MSMEs) in Purwokerto, Indonesia, have increasingly adopted green digital marketing strategies to engage younger consumer cohorts, particularly Generation Z. These strategies primarily utilize social media platforms such as Instagram and TikTok to communicate sustainability claims including “eco-friendly,” “waste reduction,” and “sustainable packaging.” Nonetheless, the proliferation of such digital sustainability claims has concurrently engendered consumer skepticism regarding the authenticity and credibility of these messages. This study critically examines Generation Z’s perceptions of digital sustainability claims propagated by MSMEs and assesses the impact of consumer skepticism on their purchase intentions. Employing a mixed-methods research design, the study incorporates a quantitative survey administered to 70 Generation Z participants active on social media in Purwokerto, complemented by qualitative in-depth interviews with 21 respondents. Quantitative data were analyzed using multiple regression analysis, supported by reliability and validity testing, to evaluate the influence of perceived greenwashing, trust, and transparency on purchase intention. The moderating role of digital literacy was tested through interaction effects analysis. Findings indicate that elevated levels of skepticism toward green claims exert a statistically significant negative effect on purchase intention, except when claims are substantiated by transparent evidence such as third-party certifications or consistent educational content. Moreover, trust and digital literacy emerge as critical moderating variables that enhance consumers’ favorable responses to green marketing campaigns. This research contributes to the theoretical understanding of digital sustainability marketing and underscores the imperative for MSMEs to implement authentic and ethically grounded marketing practices to effectively foster consumer trust and loyalty within the circular economy framework.