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All Journal International Journal of Public Health Science (IJPHS) Media Statistika Jurnal Ekonomi & Bisnis PNJ (JEKBIS PNJ) Prosiding Seminas Competitive Advantage MUSLIM HERITAGE: JURNAL DIALOG ISLAM DENGAN REALITAS Jurnal Sains Matematika dan Statistika BAREKENG: Jurnal Ilmu Matematika dan Terapan JTAM (Jurnal Teori dan Aplikasi Matematika) Owner : Riset dan Jurnal Akuntansi JURNAL PENDIDIKAN TAMBUSAI Performance JOURNAL OF RESEARCH IN MANAGEMENT Sains dan Matematika Dinasti International Journal of Economics, Finance & Accounting (DIJEFA) Jurnal Sosial dan Teknologi Journal of Management and Islamic Finance Journal of Trends Economics and Accounting Research Jurnal Ilmiah Ilmu Terapan Universitas Jambi The Es Economics and Entrepreneurship Jurnal Statistika dan Komputasi (STATKOM) Muslim Heritage Jurnal Ilmiah Akuntansi dan Keuangan
Suliyanto Suliyanto
Pusat Teknologi Bahan Bakar Nuklir-BATAN
Religion Arts Humanities Astronomy Biochemistry, Genetics & Molecular Biology Chemistry Civil Engineering, Building, Construction & Architecture Computer Science & IT Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Energy Engineering Environmental Science Health Professions Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Mathematics Mechanical Engineering Physics Social Sciences Transportation Other

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The Effect of Greenwashing on Switching Intention: The Mediating Roles of Green Consumer Confusion and Perceived Consumer Skepticism, and the Moderating Role of Green Perceived Risk (A Case Study on PlantBottle Coca-Cola Consumers among Indonesian Citizens) Prabaningrum, Meliyana Rizki; Suliyanto, Suliyanto; Pradipta, Refius
Dinasti International Journal of Economics, Finance & Accounting Vol. 6 No. 5 (2025): Dinasti International Journal of Economics, Finance & Accounting (November - De
Publisher : Dinasti Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.38035/dijefa.v6i5.5261

Abstract

This study investigates the influence of greenwashing on switching intention by examining the roles of green perceived risk, green consumer confusion, and perceived consumer skepticism. A quantitative approach was employed, using surveys distributed to Indonesian consumers who had purchased PlantBottle Coca-Cola products in eight different countries. A total of 120 valid responses were collected and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) via SmartPLS software. The results indicate that greenwashing does not have a direct effect on switching intention. Furthermore, green consumer confusion does not mediate this relationship. However, perceived consumer skepticism significantly mediates the relationship between greenwashing and switching intention. Additionally, green perceived risk does not moderate the effect of greenwashing on switching intention. These findings underscore the importance for companies to communicate environmental claims transparently and credibly. Misleading sustainability messages may foster consumer skepticism, which can ultimately undermine brand loyalty and increase switching behavior. In the context of eco-friendly branding, this study contributes to a deeper understanding of the psychological mechanisms that drive negative consumer reactions to greenwashing.
Co-Authors Adyatma, Isryad Yoga Afifa, Fitriana Nur Aflaha, Nabila Shafa Ahmed Bakhit, Mohammed Elfadil Aldawiyah, Najwa Khoir Aliffia, Netha Alisa Tri Nawarini, Alisa Tri Alisiah, Rindiani Ahmada Ana, Elly Anida, Nuzulia Ariani, Fildzah Tri Januar Arini, Destia Vindha Aris Kurniawan Aris Susetyo Ariyawan, Jovansha Arofah, Triani Arrofah, Aini Divayanti ary yunanto Astuti, Nurul Istiqomah Tri Aulia, Niswa Faizah Auliyah, Nina Bambang Agus Pramuka Christiano Ginzel, Bryan Given Dewanty, Sanda Insania Dewi Susilowati Dewi, Cyntia Dita Amelia Dita Amelia, Dita Eko Tjahjono Eliada Herwiyanti Evelyn, Jennifer Fadliyana Ekawaty Fauzi, Doni Muhammad Fitri, Marfa Audilla Fitriani, Mubadi'ul Fortunata, Regina Gunistiyo, Gunistiyo Indradewa, Rhian Indyastuti, Nurhayati Irawan, Andry Kholidiyah, Azizatul Koesnadi, Grace Lucyana M. Fariz Fadillah Mardianto Mahfudhotin, Mahfudhotin MANDIRA, DARA AJENG Maulidya, Utsna Rosalin Nahar, Muhammad Hafidzuddin Najmudin Naura, Sheila Sevira Asteriska Nendyah Roestijawati Nugraha, Galuh Cahya Nurdin, Nabila OKTARIA, RINA RINA Oktavia, Sabrina Salsa Parno Parno Prabaningrum, Meliyana Rizki Pradipta, Refius Pratama, Bagas Shata Pratama, Fachriza Yosa Pratiwi, Dewi Ayu PUJI LESTARI Rachmatiko, Rofi Rahab Rahab, Rahab Rahmajati, Emir Surya Raya, Kezya Bato Riska Amalya Nasution Rohiwan, Sidik Salsabila, Fatiha Nadia Salsabila, Hanif Sediono, Sediono Setyowati, Ratna Faridah Shabariyatun, Tri Aprilisa Siti Zulaikha Sudarto Sudarto Sulasih Sulasih Suryati Suryati Suyono, Billy Christandy Toha Saifudin Ubadah, Mohammad Noufal Valida, Hanny Wahyuningtyas, Ida Puspitarini Weni Novandari Weni, Weni Wulandari, Indana Zulfa Yuwono, Antri Zhafira, Azizah Atsariyyah