ANALISIS DAMPAK GREENWASHING TERHADAP GREEN TRUST DAN GREEN PURCHASE INTENTION PADA KONSUMEN FAST FASHION

SYAFINA PUTRI MAHARANI, . (2026) ANALISIS DAMPAK GREENWASHING TERHADAP GREEN TRUST DAN GREEN PURCHASE INTENTION PADA KONSUMEN FAST FASHION. Sarjana thesis, UNIVERSITAS NEGERI JAKARTA.

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Abstract

Perkembangan industri fast fashion yang pesat turut meningkatkan volume limbah tekstil global dan nasional, sementara klaim ramah lingkungan yang tidak transparan atau berlebihan semakin membuat konsumen, khususnya Generasi Z, bersikap kritis terhadap merek fast fashion seperti H&M. Fenomena ini memunculkan kesenjangan antara niat dan perilaku pembelian produk ramah lingkungan yang dipengaruhi oleh kepercayaan konsumen. Penelitian ini bertujuan untuk menganalisis pengaruh greenwashing, green advertising, dan green brand image terhadap green trust serta green purchase intention pada konsumen fast fashion di wilayah Daerah Khusus Jakarta. Penelitian menggunakan pendekatan kuantitatif eksplanatori dengan metode survei daring terhadap 305 responden yang aktif membeli produk fast fashion, dan data dianalisis menggunakan Structural Equation Modeling (SEM) berbantuan software AMOS. Hasil penelitian menunjukkan bahwa greenwashing berpengaruh negatif dan signifikan terhadap green trust, sedangkan green advertising tidak berpengaruh signifikan terhadap green trust. Green brand image berpengaruh positif dan signifikan terhadap green trust. Pada green purchase intention, greenwashing dan green brand image tidak menunjukkan pengaruh langsung yang signifikan, sementara green advertising dan green trust berpengaruh positif dan signifikan. Temuan ini menyimpulkan bahwa niat beli konsumen terhadap produk ramah lingkungan lebih dipengaruhi oleh kepercayaan dan persepsi kredibilitas perusahaan dibandingkan komunikasi pemasaran semata. Penelitian ini merekomendasikan agar perusahaan fast fashion membangun klaim sustainability yang dapat dibuktikan, memperkuat green brand image secara konsisten, serta menjadikan green trust sebagai fondasi utama strategi pemasaran hijau untuk meningkatkan green purchase intention konsumen. Kata kunci: greenwashing, green advertising, green brand image, green trust, green purchase intention, fast fashion. ***** The rapid growth of the fast fashion industry has contributed to rising global and national textile waste, while ambiguous or exaggerated environmental claims have made consumers, particularly Generation Z, increasingly skeptical toward fast fashion brands such as H&M. This phenomenon creates a gap between purchase intention and actual buying behavior toward eco-friendly products, largely shaped by consumers' green trust. This study aims to analyze the influence of greenwashing, green advertising, and green brand image on green trust and green purchase intention among fast fashion consumers in the Jakarta Special Region. An explanatory quantitative approach was applied through an online survey involving 305 respondents who actively purchase fast fashion products, with data analyzed using Structural Equation Modeling assisted by AMOS software. The results indicate that greenwashing has a negative and significant effect on green trust, while green advertising shows no significant effect on green trust. Green brand image has a positive and significant effect on green trust. Regarding green purchase intention, greenwashing and green brand image show no significant direct effect, whereas green advertising and green trust have positive and significant effects. These findings conclude that consumers' purchase intention toward eco-friendly products is driven more by trust and perceived corporate credibility than by marketing communication alone. This study recommends that fast fashion companies substantiate their sustainability claims with verifiable evidence, consistently strengthen their green brand image, and position green trust as the core foundation of green marketing strategies to enhance consumers' green purchase intention. Keywords: greenwashing, green advertising, green brand image, green trust, green purchase intention, fast fashion.

Item Type:	Thesis (Sarjana)
Additional Information:	1). Prof. Usep Suhud, M.Si., Ph.D. ; 2). Nofriska Krissanya, S.E., M.B.A.
Subjects:	Manajemen > Manajemen Pemasaran
Divisions:	FE > S1 Manajemen
Depositing User:	Syafina Putri Maharani .
Date Deposited:	13 Aug 2026 05:14
Last Modified:	13 Aug 2026 05:14
URI:	http://repository.unj.ac.id/id/eprint/70292

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