Greenwashing, does it Work Well for Indonesian Millennials Buyers

Fitrianingrum, Agustina (2020) Greenwashing, does it Work Well for Indonesian Millennials Buyers. In: International Conference on Management, Accounting, and Economic 2020, 13-14 Februari 2020, Aston Kartika Grogol Hotel and Conference Center, Jakarta, Indonesia.

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Abstract

Greenwashing has been evidently used by certain international companies as the strategy to improve the branding of products or services since years ago. Greenwashing defined as a promoting activity of green products or services that lead customers to have a perception and expectation beyond what products or services is actually delivered to them. This research is intended to reveal the empirical study regarding the power of greenwashing to influence purchase intention amongst millennials buyer of low involvement product in Indonesia, specifically in Batam. Respondents are chosen using purposive sampling among millennials (age 22-35). This group is considered as a group of customers who are willing to pay premium price for green products/services compare to X (age 36-54) and Baby Boomers (age 55-64) generations. Data is gathered by online survey involving 195 millennials who are willing to choose mineral water that promoted as ecofriendly products. To analyze further structured equation modelling is applied to reveal the relationship among factors. The positive relationship of brand credibility to brand equity is shown its affect to millennials purchase intention. In contrast, Greenwashing has a negative effect in the relationship. This indicates that Indonesian millennials are aware of greenwashing practices. The research reveals the applicability of DNA model as the extended of Resource Advantage Theory to sustain the business by integrating the dynamic capability, core idea and societal engagement to improve companies social and financial performance

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Greenwashing, Brand Credibility, Brand Equity, Indonesian Millennials, Purchase Intention
Subjects: H Social Sciences > HB Economic Theory
H Social Sciences > HF Commerce
H Social Sciences > HF Commerce > Business
Divisions: School of Economic and Business > Management
Depositing User: Admin Repository Universitas Internasional Batam
Date Deposited: 09 Jul 2020 03:23
Last Modified: 13 Jul 2020 07:45
URI: http://repository.uib.ac.id/id/eprint/3237

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