Dampak Greenwashing, Environmental Concern, Green Confusion, terhadap Green Brand Equity dalam praktek Green Marketing pada Industri Elektronik: Dimodereting Brand Credibility

Abstract

The purpose of this study was to analyze the effect of excessive product packaging on greenwashing, environmental, green confusion. Greenwashing, environmental concern, green confusion on green brand equity. Greenwashing, environmental concern, green confusion mediated the effect of excessive product packaging on green brand equity. And brand credibility moderates the effect of greenwashing, environmental concern, green confusion on green brand equity. The sample used amounted to 357 which was obtained through a questionnaire on google form which was distributed online, sampling using purposive sampling with the criteria that respondents had purchased ACER, ASUS, LENOVO, and HP laptop brands in the last 2 years. The data analysis used is the Structural Equation Model (SEM) with the help of AMOS software. The results found that excessive product packaging has a positive effect on greenwashing, and environmental concern. And has a negative effect on green confusion. Greenwashing and green confusion have a positive effect, then environmental concern has a negative effect on green brand equity. Brand credibility as moderating strengthens the positive impact of greenwashing, and green confusion, then weakens the negative impact on green brand equity. Finally, greenwashing and green confusion as mediating variables weaken the negative impact of excessive product packaging, and environmental concern strengthens the impact of excessive product packaging on green brand equity.