Greenwashing, Does it Work Well for Indonesian Millennial Buyers?

DOI

10.2991/aebmr.k.200915.037How to use a DOI?

Keywords

greenwashing, brand credibility, brand equity, Indonesian millennials, purchase intention

Abstract

Greenwashing has been 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 delivered to them. This research is intended to reveal the empirical study regarding the power of greenwashing to influence purchase intention amongst millennials buyers of a 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 a premium price for green products/services compare to X (age 36-54) and Baby Boomers (age 55-64) generations. Data is gathered by an online survey involving 195 millennials who are willing to choose mineral water that promoted as ecofriendly products. To analyze further structured equation modeling is applied to reveal the relationship among factors. The positive relationship of brand credibility to brand equity is shown its effect on millennials’ purchase intention. In contrast, Greenwashing has a negative effect on the relationship. This indicates that Indonesian millennials are aware of greenwashing practices. The research reveals the applicability of the DNA model as the extent 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.

Copyright

© 2020, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Agustina Fitrianingrum
AU  - Selly Celsya
PY  - 2020
DA  - 2020/09/15
TI  - Greenwashing, Does it Work Well for Indonesian Millennial Buyers?
BT  - Proceedings of the International Conference on Management, Accounting, and Economy (ICMAE 2020)
PB  - Atlantis Press
SP  - 157
EP  - 162
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.200915.037
DO  - 10.2991/aebmr.k.200915.037
ID  - Fitrianingrum2020
ER  -