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November 9, 2025Journal Research of Social Science Economics and ManagementOpen Access

The Impact of Green Skepticism on the Effectiveness of Green Promotion in Driving Green Purchase Behavior in Indonesia

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Authors

NWNediva Trisha Kanya WijayaBinus UniversityAMAmalia E. MaulanaBinus University

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Overview

Quantitative survey shows green advertising impacts purchase behavior in consumers, indicating marketing strategies must address skepticism.

Key Points

  • Green advertising positively influences purchase behavior, highlighting its role in consumer decision-making.
  • Structural equation modeling reveals the relationship between eco-labels, advertising, and perceived green knowledge.
  • Green skepticism moderates advertising effectiveness, suggesting companies must counteract consumer distrust.
  • Emphasizes need for credible marketing strategies to avoid pitfalls of greenwashing in promoting sustainability.

Cite This Study

Wijaya et al. (2025) studied this question.

synapsesocial.com/papers/690fdcdaf60c54d04ea38277https://doi.org/10.59141/jrssem.v5i4.1174
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