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All Journal Mandalika Journal of Business and Management Studies
Fitri Aprilianty
Institut Teknologi Bandung, Indonesia
Decision Sciences, Operations Research & Management

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The Impact of Greenwashing Towards Brand Trust and Brand Loyalty: A Study of Nike Move to Zero Initiatives Patricia Diandra; Fitri Aprilianty
Mandalika Journal of Business and Management Studies Vol 2 No 2 (2024): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v3i1.133

Abstract

Green marketing is vital for companies to meet consumer demand for sustainable products. However, greenwashing—where companies falsely claim environmental benefits—poses a significant challenge, particularly in the fashion industry, by eroding consumer trust and undermining genuine sustainability efforts. Nike, a leading brand in athletic apparel and footwear, launched the Move to Zero initiative aiming for zero waste and zero carbon emissions by 2025. Despite this, some consumers suspect greenwashing, leading to scepticism about Nike’s sustainability claims. A notable lawsuit has suggested that Nike misled consumers about the actual environmental impact of its products, potentially harming brand trust and loyalty. This study investigates the impact of greenwashing on brand trust and loyalty in the context of Nike's initiative. Using a quantitative approach, surveys were distributed to Nike customers in Indonesia aware of the Move to Zero initiative. Data analysis using descriptive statistics and the PLS-SEM method revealed significant concerns about greenwashing. Many respondents believe Nike's sustainability claims are more marketing than genuine commitment, are sceptical about the effectiveness of the initiatives, and feel Nike needs more transparency about its sustainability practices and impact. The PLS-SEM analysis showed that greenwashing significantly tarnishes the green brand image, leading to a diminished perception of Nike’s environmental efforts. A strong green brand image positively influences brand trust, but overall trust scores were low due to perceived greenwashing. Brand trust positively impacts brand satisfaction, which in turn influences brand loyalty. However, dissatisfaction due to perceived greenwashing lowers both trust and loyalty. The PLS-SEM analysis also indicated significant variance in brand trust and loyalty explained by preceding variables. The findings highlight the importance of transparency and authenticity in green marketing to foster brand loyalty. This research offers valuable insights for Nike and other brands on enhancing trust and loyalty through genuine sustainability efforts and avoiding greenwashing.
Developing Effective User Acquisition Strategies for The Early Stages of The Socles App Rachel Thalia; Fitri Aprilianty
Mandalika Journal of Business and Management Studies Vol 3 No 1 (2025): Mandalika Journal of Business and Management Studies
Publisher : Mandalika Institute

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.59613/mjbms.v4i1.142

Abstract

The The rapid growth of social media has transformed global interactions, often leading to superficial connections, particularly among younger generations. Socles, an early-stage social media startup in Indonesia, seeks to address this issue by fostering genuine relationships through its Socles App, which is designed specifically for Generation Z. The platform emphasizes authenticity and meaningful connections by encouraging offline interactions and offering interactive social games. However, Socles faces significant challenges in acquiring its initial user base, which is critical for its growth. To overcome these challenges, this study applies a strategic management approach to develop targeted user acquisition strategies, with a focus on capturing and retaining user interest in a competitive digital landscape. Utilizing the AIDA model—Attention, Interest, Desire, and Action—the research framework evaluates Socles' internal situation and analyzes the external environment through tools such as PESTEL and Porter’s Five Forces models. Additionally, competitor and trend analyses, along with market insights, are incorporated to inform strategic recommendations. A SWOT analysis synthesizes these findings to guide actionable strategies. The study employs qualitative data from interviews with internal teams and potential users, along with quantitative data from surveys of Indonesian university students, to gain a comprehensive understanding of market preferences. The research concludes with strategic recommendations aimed at enhancing Socles' overall business readiness. This approach offers valuable insights for other startups in the social media industry looking to learn from the Socles case.
Co-Authors Patricia Diandra Rachel Thalia