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All Journal Mabsya: Jurnal Manajemen Bisnis Syariah
Tiara Muthiarsih
Department of Management, Faculty of Economics and Business, Universitas Swadaya Gunung Jati Cirebon, Indonesia
Economics, Econometrics & Finance Social Sciences

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The Influence of Greenwashing on Green Trust with Green Consumer Confusion and Green Perceived Risk as Mediating Variables: A Case Study of Aqua Mineral Water Najwa Ummi Alfauzziyah; Misbak; Tiara Muthiarsih
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 2 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah (on Progress)
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/16198

Abstract

This study investigates the effect of greenwashing on green trust, with green consumer confusion and green perceived risk as mediating variables, using AQUA mineral water as the case study. Motivated by rising consumer environmental awareness, companies have increasingly adopted green marketing strategies. However, misleading or exaggerated environmental claims risk reducing consumer trust while increasing confusion and perceived risk. This quantitative study tested the proposed hypotheses using Structural Equation Modeling–Partial Least Squares (SEM-PLS) with bootstrapping analysis, based on data collected from AQUA consumers. The findings reveal that greenwashing exerts a positive and significant direct effect on green trust. Similarly, both green consumer confusion and green perceived risk positively and significantly affect green trust. Moreover, the results confirm that green consumer confusion and green perceived risk significantly mediate the relationship between greenwashing and green trust, supporting all proposed hypotheses. Theoretically, this research enriches the sustainable marketing literature, particularly in the Indonesian context, and reinforces the relevance of Signaling Theory and Perceived Risk Theory. Practically, it provides actionable insights for companies to craft transparent and credible environmental communication strategies to foster enduring consumer trust.
The Influence of Customer Perception, Brand Fit, and Brand Credibility on Brand Image: A Case Study of Naming Rights of BT Batik Trusmi Jihan Rhaudhatul Jannah; Ramlah Puji Astuti; Tiara Muthiarsih
Mabsya: Jurnal Manajemen Bisnis Syariah Vol. 8 No. 1 (2026): Mabsya: Jurnal Manajemen Bisnis Syariah
Publisher : Fakultas Ekonomi dan Bisnis Islam, Universitas Islam Negeri Prof. K.H. Saifuddin Zuhri Purwokerto

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.24090/mabsya.v8i1.16201

Abstract

This study examines the influence of customer perception, brand fit, and brand credibility on BT Batik Trusmi's brand image in the case of the cancellation of the "BT Batik Trusmi Cirebon Station" naming rights program. A quantitative method with an associative design was employed, involving 200 respondents who were aware of the program's cancellation. Data were collected using a Likert-scale questionnaire and analyzed through multiple linear regression. The results showed that all three variables had a positive and significant effect on brand image, both partially and simultaneously. Customer perception was the most dominant variable, followed by brand fit and brand credibility. The adjusted R-squared value of 0.592 indicates that 59.2% of the variance in brand image can be explained by these three variables. These findings suggest that public perception, collaboration suitability, and brand credibility are important to maintain, especially when changes or cancellations of marketing programs occur in the public space.
Co-Authors Jihan Rhaudhatul Jannah Misbak Najwa Ummi Alfauzziyah Ramlah Puji Astuti