Musytari : Jurnal Manajemen, Akuntansi, dan Ekonomi

Vol. 25 No. 8 (2026): Musytari: Neraca Manajemen, Akuntansi, dan Ekonomi, ISSN 3025-9495
Articles

ANALISIS DAMPAK GREENWASHING TERHADAP GREEN TRUST DAN GREEN PURCHASE INTENTION PADA KONSUMEN FAST FASHION

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  • Syafina Putri Maharani,
  • Usep Suhud,
  • Nofriska Krissanya
Syafina Putri Maharani
Universitas Negeri Jakarta
Usep Suhud
Universitas Negeri Jakarta
Nofriska Krissanya
Universitas Negeri Jakarta
DOI: https://doi.org/10.2238/81q8dd48

Published 2026-07-05

Keywords

  • Greenwashing,
  • Green Advertising,
  • Green Brand Image,
  • Green Trust,
  • Green Purchase Intention,
  • Fast Fashion
    • ...More
    Less

How to Cite

ANALISIS DAMPAK GREENWASHING TERHADAP GREEN TRUST DAN GREEN PURCHASE INTENTION PADA KONSUMEN FAST FASHION. (2026). Musytari : Jurnal Manajemen, Akuntansi, Dan Ekonomi, 25(8). https://doi.org/10.2238/81q8dd48

Abstract

The rapid growth of the fast fashion industry has increased environmental concerns due to excessive production, high textile waste, and the growing practice of sustainability claims that are not always supported by actual environmental performance. This condition has encouraged companies to implement green marketing strategies, including green advertising and the development of a green brand image. However, the increasing prevalence of greenwashing has raised consumer skepticism toward environmental claims and may weaken green trust as well as green purchase intention. This study aims to analyze the influence of greenwashing, green advertising, and green brand image on green trust and green purchase intention among Generation Z consumers of fast fashion products in Jakarta. This research employed a quantitative approach using a survey method. Data were collected through questionnaires distributed to 305 Generation Z respondents who were familiar with fast fashion products, particularly H&M, and resided in Jakarta. The sampling technique used was purposive sampling, while the data were analyzed using Structural Equation Modeling with AMOS. The findings indicate that greenwashing has a negative and significant effect on green trust and green purchase intention. Conversely, green advertising and green brand image have positive and significant effects on green trust and green purchase intention. Furthermore, green trust has a positive and significant effect on green purchase intention. These findings demonstrate that consumer trust is an important factor in encouraging the intention to purchase environmentally friendly products, while misleading environmental claims reduce consumer confidence and purchasing intention. This study contributes to the development of green marketing literature by integrating positive and negative environmental communication factors within a single research model in the context of the fast fashion industry. Pertumbuhan industri fast fashion yang semakin pesat menimbulkan berbagai permasalahan lingkungan akibat tingginya produksi pakaian, meningkatnya limbah tekstil, serta maraknya penggunaan klaim keberlanjutan yang belum tentu didukung oleh praktik lingkungan yang nyata. Kondisi tersebut mendorong perusahaan menerapkan strategi pemasaran hijau melalui green advertising dan pembentukan green brand image. Namun demikian, meningkatnya praktik greenwashing memunculkan keraguan konsumen terhadap klaim lingkungan yang disampaikan perusahaan sehingga berpotensi menurunkan green trust dan green purchase intention. Penelitian ini bertujuan untuk menganalisis pengaruh greenwashing, green advertising, dan green brand image terhadap green trust serta green purchase intention pada konsumen Generasi Z produk fast fashion di Jakarta. Penelitian menggunakan pendekatan kuantitatif dengan metode survei. Pengumpulan data dilakukan melalui penyebaran kuesioner kepada 305 responden Generasi Z yang mengetahui produk fast fashion khususnya H&M dan berdomisili di Jakarta. Teknik pengambilan sampel menggunakan purposive sampling, sedangkan analisis data dilakukan menggunakan Structural Equation Modeling dengan bantuan AMOS. Hasil penelitian menunjukkan bahwa greenwashing berpengaruh negatif dan signifikan terhadap green trust serta green purchase intention. Sebaliknya, green advertising dan green brand image berpengaruh positif dan signifikan terhadap green trust serta green purchase intention. Green trust juga terbukti berpengaruh positif dan signifikan terhadap green purchase intention. Temuan tersebut menunjukkan bahwa kepercayaan konsumen merupakan faktor penting dalam meningkatkan niat pembelian produk ramah lingkungan, sedangkan praktik greenwashing dapat menurunkan kepercayaan dan niat pembelian konsumen. Penelitian ini memberikan kontribusi terhadap pengembangan literatur pemasaran hijau melalui integrasi faktor komunikasi lingkungan yang bersifat positif dan negatif dalam satu model penelitian pada konteks industri fast fashion.
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