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All Journal Agregat: Jurnal Ekonomi dan Bisnis
Nisa Uzahrok
Universitas Negeri Surabaya
Economics, Econometrics & Finance

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Eco-Friendly Claims in Digital Business: Consumer Perceptions and Greenwashing Practices in E-Commerce Nisa Uzahrok; Muhammad Fachmi; Renny Sari Dewi
Agregat: Jurnal Ekonomi dan Bisnis Vol. 10 No. 2 (2026)
Publisher : Universitas Muhammadiyah Prof. DR HAMKA.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.22236/agregat_vol10.i2/23969

Abstract

Digital marketing practices are driving an increase in the use of eco-friendly claims to build an environmentally friendly image. However, many sustainability claims lack transparency and ecological evidence, raising the potential for greenwashing. This study employs a qualitative approach using descriptive methods through interviews with consumers who use e-commerce and digital media. The results show that 1) consumer perceptions of eco-friendly products are influenced by visual elements such as the color green, packaging design, nature symbols, and sustainability storytelling, which quickly create an eco-friendly impression; 2) greenwashing practices in digital marketing manifest through ambiguous claims, eco-friendly visuals, and sustainability narratives that lack technical information or certifications; and 3) information transparency influences consumers’ evaluation of brands, as consumers increasingly verify claims through user reviews and the consistency of product information. This study contributes to the understanding of sustainability in digital marketing as a symbolic construct shaped by digital communication and consumer perception
Co-Authors Muhammad Fachmi Renny Sari Dewi