The Effect of Greenwashing Perception on Green Purchase Intention: The Mediating Roles of Perceived Betrayal and Green Perceived Risk

Sefina Aldea Nurizka
Ikhtiara Kaideni Isharina

Jurnal Manajemen Pemasaran dan Perilaku Konsumen
Vol. 5 No. 2 (2026)

Purpose – This study aims to analyze the effect of greenwashing perception on green purchase intention and examine the mediating roles of perceived betrayal and green perceived risk among Generation Z consumers of fast fashion products. Design/Methodology/Approach – This study employed a quantitative research approach using an explanatory research design. The research was based on the Cognition–Affect–Behavior (C-A-B) framework to explain how consumers’ perceptions of misleading sustainability claims influence cognitive and emotional responses that shape purchasing behavior. Data were collected from 130 Generation Z respondents residing in Java who had an interest in fast fashion products using a purposive sampling technique. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) with SmartPLS 4. Findings – The results reveal that greenwashing perception does not have a significant effect on green purchase intention. However, greenwashing perception positively and significantly influences perceived betrayal and green perceived risk. Furthermore, perceived betrayal and green perceived risk do not significantly affect green purchase intention and do not mediate the relationship between greenwashing perception and green purchase intention. These findings indicate the existence of an attitude–behavior gap, where negative perceptions of greenwashing do not necessarily reduce consumers’ intention to purchase fast fashion products. Originality/Value – This study contributes to the sustainable consumption and consumer behavior literature by applying the Cognition–Affect–Behavior framework to explain the complex relationship between greenwashing perception and green purchase intention among Generation Z fast fashion consumers. The study provides new insights by demonstrating that negative sustainability perceptions may not directly translate into reduced purchase intentions, highlighting the influence of utilitarian considerations and personal preferences in shaping consumer behavior.