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p-Index From 2021 - 2026
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This Author published in this journals
All Journal Fundamental and Applied Management Journal Journal of Economic Education and Entrepreneurship Studies
Rizky Agusriyanti Irna
Borneo Tarakan University, Indonesia
Economics, Econometrics & Finance Social Sciences Other

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Green Marketing Strategies for Circular Economy Products: The Moderating Effect of Perceived Greenwashing among Consumers Meylin Rahmawati; Sulistya Rini Pratiwi; Rizky Agusriyanti Irna; Kartini Kartini; Yohana Thresia Nainggolan; Djuanda Hatta
Fundamental and Applied Management Journal Vol. 3 No. 2 (2025): Fundamental and Applied Management Journal
Publisher : Global Research Collaboration

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.66314/famj.v3i2.247

Abstract

This study investigates the effects of green marketing strategies namely green brand positioning (GBP), brand storytelling (BST), and consumer environmental knowledge (CEK) on purchase intention (PI) toward circular economy products, with perceived greenwashing (PGW) as a moderating variable. A quantitative survey was conducted with 138 respondents in Tarakan City, North Kalimantan, Indonesia, selected through purposive sampling. Data were analyzed using Structural Equation Modeling–Partial Least Squares (SEM-PLS), including assessment of both measurement and structural models. The measurement model demonstrates satisfactory reliability and validity (CR > 0.70; AVE > 0.50; adequate discriminant validity). Structural results show that brand storytelling has the strongest positive effect on purchase intention (β = 0.387; p < 0.001), followed by green brand positioning (β = 0.298; p < 0.001) and consumer environmental knowledge (β = 0.231; p < 0.01). Perceived greenwashing negatively moderates the relationship between brand storytelling and purchase intention (β = –0.184; p < 0.05), indicating that skepticism toward environmental claims weakens the persuasive impact of brand narratives. The model explains 71.3% of the variance in purchase intention (R² = 0.713). These findings suggest that consumers are willing to support circular products when sustainability claims are perceived as credible.
From Linear to Circular: Empirical Evidence of Circular Economy Adoption and Willingness to Pay in an Indonesian Coastal City Meylin Rahmawati; Sulistya Rini Pratiwi; Anindya Arman Putri; Rizky Agusriyanti Irna; Kartini Kartini
Journal of Economic Education and Entrepreneurship Studies Vol. 7 No. 1 (2026)
Publisher : Department of Economics Education, Faculty of Economics, Universitas Negeri Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.62794/je3s.v7i1.28

Abstract

This study aims to: (1) estimate WTP and aggregate waste fee revenue potential; (2) evaluate community preferences for six CE strategies and their fiscal feasibility; (3) identify determinants of WTP using binary logistic regression; and (4) formulate an evidence-based policy portfolio to close the financing gap in Tarakan City's waste management system. Using CVM and binary logistic regression on 350 households (2024): (1) mean WTP of IDR 174,500/household/year yields IDR 3.93 billion/year aggregate (95% CI: IDR 3.60–4.26 billion) or 71% cost recovery; (2) CE strategy BCR hierarchy: reduce (∞) > reuse/recovery/sorting (1.46) > recycle (0.73) > repair (0.29); (3) Income (OR=2.14; p<0.05) and Education (OR=1.87; p<0.05) are the only significant WTP determinants — confirming the value-action gap and falsifying the information deficit model; (4) a three-level policy portfolio achieves near-full fiscal self-sufficiency (≈99.8% cost recovery) through progressive tariffs and recycling monetization.
Co-Authors Anindya Arman Putri Djuanda Hatta Kartini Meylin Rahmawati Sulistya Rini Pratiwi Sulistya Rini Pratiwi Yohana Thresia Nainggolan