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The effect of greenwashing perception, green word of mouth, and green marketing on h&m purchase intentions in Jakarta
ID Natasya, Rasya (Author), ID Ngatno, M. M. (Author), ID Prabawani, Bulan (Author)

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Abstract
Greenwashing has long been an issue in Western and developed countries. Yet, this matter regrettably remains quite underexplored among academics in developing and emerging markets, especially in Indonesia. The presented quantitative research focuses on the impact of greenwashing perception, green word of mouth (“green WOM”) and green marketing on intentions to purchase items at H&M in Jakarta. Hypotheses were answered with the SEM-PLS model using SmartPLS3 software. Based on a questionnaire administered to 200 respondents, results show that the perception of greenwashing has a direct negative impact on consumers’ purchase intentions and an indirect negative impact through green WOM, which can be influenced by the factor of lack of concern and awareness in Jakarta. These findings stand in contrast to several studies in Europe that were used as a reference while conducting this research. At the same time, green WOM strengthens the positive impact between green marketing and purchase intentions. Practical implications for companies include taking substantial steps towards sustainability and the need to adopt a fact-based approach without embellishment.

Language:English
Keywords:greenwashing perception, green word of mouth, greeen marketing, purchase intention
Work type:Article
Typology:1.01 - Original Scientific Article
Organization:FDV - Faculty of Social Sciences
Publication status:Published
Publication version:Version of Record
Year:2023
Number of pages:Str. 460–474,571
Numbering:Letn. 60, št. 3
PID:20.500.12556/RUL-152390 This link opens in a new window
UDC:659.113.25:[659.1:005.1:502](594.51)
ISSN on article:0040-3598
DOI:10.51936/tip.60.3.460 This link opens in a new window
COBISS.SI-ID:171188995 This link opens in a new window
Publication date in RUL:23.11.2023
Views:552
Downloads:19
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Record is a part of a journal

Title:Teorija in praksa : revija za družbena vprašanja
Shortened title:Teor. praksa
Publisher:Visoka šola za politične vede, Visoka šola za politične vede, Visoka šola za sociologijo, politične vede in novinarstvo, Fakulteta za sociologijo, politične vede in novinarstvo, Fakulteta za družbene vede
ISSN:0040-3598
COBISS.SI-ID:763652 This link opens in a new window

Licences

License:CC BY-NC-ND 4.0, Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International
Link:http://creativecommons.org/licenses/by-nc-nd/4.0/
Description:The most restrictive Creative Commons license. This only allows people to download and share the work for no commercial gain and for no other purposes.

Secondary language

Language:Slovenian
Title:Zaznavanja zelenega zavajanja, zelenega trženja od ust do ust in zelenega trženja na namere kupcev pri h&m v Džakarti
Abstract:
Zeleno zavajanje je v zahodnih in razvitih državah problem že dolgo. Med akademiki na razvijajočih se in novih trgih, zlasti v Indoneziji, pa to vprašanje žal ostaja veliko premalo raziskano. Predstavljena kvantitativna raziskava se osredotoča na učinek zaznavanja zelenega zavajanja, zelenega trženja od ust do ust (“green WOM”) in zelenega trženja na namere kupcev za nakup izdelkov v H&M v Džakarti. Na hipoteze smo odgovorili z modelom SEM-PLS, pri katrem smo uporabili programsko orodje SmartPLS3. Na temelju vprašalnika, ki smo ga uporabili pri 200 respondentih, rezultati kažejo, da ima zaznavanje zelenega zavajanja neposredni negativni učinek, učinek zelenega trženja od ust do ust pa posredni negativni učinek na nakupne namere kupcev, na kar lahko vpliva pomanjkanje obravnave tega problema in ozaveščenosti v Džakarti. Te ugotovitve nasprotujejo več raziskavam v Evropi, ki smo jih uporabili kot referenčne med izvajanjem pričujoče raziskave. Hkrati zeleno trženje od ust do ust (WOM) krepi pozitivni učinek zelenega trženja na nakupne namere. Praktične implikacije za podjetja vključujejo potrebo po precej bolj trajnostnem ravnanju in uporabi pristopa, ki temelji na dejstvih brez olepševanj.

Keywords:zaznavanje zelenega zavajanja, zeleno trženje od ust do ust, zeleno trženje, nakupne namere

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