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All Journal Jurnal Optimasi Sistem Industri Journal Publicuho
Nurul Marliza Putri Hesti
Universitas Andalas
Control & Systems Engineering Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Engineering Environmental Science Industrial & Manufacturing Engineering Languange, Linguistic, Communication & Media Mechanical Engineering Social Sciences

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THE INFLUENCE OF GREENWASHING PERCEPTION AND WORD-OF-MOUTH TOWARD GREEN PURCHASE INTENTION ON SINGLE-USE PLASTIC PRODUCTS Nurul Marliza Putri Hesti; Hafiz Rahman; Donard Games
Journal Publicuho Vol. 7 No. 3 (2024): August - October - Journal Publicuho
Publisher : Halu Oleo University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.35817/publicuho.v7i3.479

Abstract

The background of this research is the misleading eco-friendly claim made by manufacturers of products with disposable packaging (Single-Use Plastic Products). These practices are referred to as greenwashing. The purpose of this study is to examine the impact of greenwashing perceptions and word-of-mouth on green purchase intention towards environmentally friendly products on products that use Single-Use plastic packaging, especially bottled mineral water products (Air Minum dalam Kemasan/AMDK). The research method uses a quantitative approach. The sampling technique uses purposive sampling, where respondents are selected by considering certain criteria. The number of samples in this study was 160 respondents who live in Padang City, Indonesia. The data collection technique uses a survey method with questionnaires both online and offline. The data processing method uses Structural Equation Modeling - Partial Least Square (SEM-PLS) v4. The results showed that greenwashing perception has a negative effect on green purchase intention. This means that the higher the greenwashing perception of consumers, the lower their intention to purchase disposable packaging products. Meanwhile, word-of-mouth has a positive and significant effect on green purchase intention.
Consumer Insights for Optimization of Industrial Systems: The Case of Consumers’ Greenwashing Perception in Adopting Single-Use Plastics Products in Padang City Hafiz Rahman; Nurul Marliza Putri Hesti; Donard Games; Niyanta Shetye
Jurnal Optimasi Sistem Industri Vol. 24 No. 2 (2025): Published in December 2025
Publisher : The Industrial Engineering Department of Engineering Faculty at Universitas Andalas

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (309.873 KB) | DOI: 10.25077/josi.v24.n2.p198-212.2025

Abstract

This study explicates the impact of consumer perceptions of greenwashing on the purchase intentions of single-use plastic products, specifically bottled still water and soft drinks, within the context of growing sustainability concerns. The objective is to understand how these perceptions influence consumer decisions and how the insights can inform the optimization of industrial practices related to packaging and marketing. Using a quantitative explanatory design, data was collected from no less than one hundred and sixty-eight respondents in Padang City through direct and online surveys. The sampling method is the Non-Probability Sampling method with a Purposive Sampling approach and it is directed to individuals who meet the following criteria: (1) minimum age of 17 years old; (2) domicile in Padang City; and (3) individuals or households who know bottled water and soft drinks brand. The data analysis, conducted via Structural Equation Modelling (SEM) using SmartPLS, reveals that negative perceptions of greenwashing significantly reduce purchase intentions. However, positive word-of-mouth can mitigate these effects, leading to a higher likelihood of purchase. The findings highlight the critical role of environmental awareness in shaping consumer behavior and suggest that companies should prioritize authentic sustainability practices which could be in terms of third-party certification to maintain consumer trust and optimize their product strategies. Companies are expected to be able to do business responsibly, by paying attention to the end-to-end production process that has minimal waste and minimal impact on the environment, through the development of more environmentally friendly products and optimization of waste management programs. Third-party certifications may be useful to support this effort.
Co-Authors Donard Games Hafiz Rahman Niyanta Shetye